This is the title of an article on BusinessWeek.com by Beth Comstock, chief marketing officer and senior VP at GE. In the article she asserts that marketing should be more prominent during challenging periods, not less. I couldn’t agree more, which is why I’m focused on helping marketers step forward as leaders of change for their organizations.
According to Ms. Comstock, “there are three core strategies we have adopted to help us optimize today”:
- Understand the needs of customers as never before
- Gain share
- Reexamine value and how to measure success
Her insight is worth reading and taking to heart.