Amanda Setili has seen it a lot. Two sides, two opinions and no resolution in sight. She lives for these moments. Ask Setili and she’ll tell you that while building a unifying consensus among your team is paramount to success, knowing how to get there is half of the battle – and the fun.
“That’s the great thing about marketing. It impacts the whole enterprise, (it’s) not just about our marketing function. What we do as marketers really is about the growth strategy for the whole of our businesses.”
– Andrew Clarke, Chief Marketing and Customer Officer for Mars, on why it has never been a more challenging time to be a marketer
B2B marketing in 2018: It’s time to go back to the basics