Marketing’s claim to the C-suite is more than strong enough

The chief executive has decided to gather the leadership together to devise a new five-year plan for growth. And wants total focus. Away from distractions. Away from devices. Somewhere different, quiet, literally above the fray.

A hot air balloon has been prepared. Inside the basket now sit the heads of finance, operations, legal, sales, information, HR and marketing. Plus the CEO. And a pristine flipchart on a stand. Over the next two hours, the new strategy will pour forth and be set down.

But there’s a hitch. Just before lift-off, the CEO is informed that the group is too heavy. Someone will have to step out. Someone’s voice will not be heard. Whose?


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