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All articles by Andrew Tipping

The New Strategic Marketer

September 13, 2007
More and more, marketing organizations are being asked to fulfill a far more significant role for the rest of the enterprise. Indeed, a number of CMOs have flourished in their capacity as “Growth Champions,” a term we use to describe marketing’s engagement in leading companies to expand their reach in the consumer or business-to-business marketplace. And, as successful leaders, the CMOs have also demonstrated their ability to establish an environment that encourages every member of the marketing team to thrive: After all, not only do followers need great leaders, but great leaders need great followers. Based on revealing interviews that Booz Allen and the ANA conducted with marketing leaders at household-name companies, our experts offer insights into this new marketing role and how to make it work.
by Andrew Tipping and Ed Landry


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