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I would beg to differ, a little. It's obvious that great execution is important, but at the same time it's really important to be flexible. These days the very foundations of a marketing project can change at the last minute. Flexibility is really the key.
Yes, I too was initially shocked. But when you think about it, this represents a really major shift for corporate marketing. Their job has traditionally been about controlling the message, which is all about execution. As the job description shifts to inspiring and facilitating a conversation (although likely one with guard rails) the role is more important than ever. But the task changes significantly. We're all slow to change...
I'm so surprised at these stats. The conversation is so much more important. And overmanagement of that conversation is disastrous. Imagine managing real life conversations like that? You end up w/ no friends.
Not enough emphasis on execution but with measurement being more accessible via digital, more important than ever.