"What does it take to do good marketing?" This is the question a speaker asked the 50 seminar participants from financial services companies. No sooner had the question been asked when a woman said, "Keep the CEO out of it." Along with laughter, heads were nodding all over the room.
"How can I get my CEO into a marketing mode?" Many a company president would be surprised to learn that I've been asked this question more than any other over the years. It comes from entry-level employees to sophisticated sales executives, from engineers to frustrated marketing directors.