The modern consumer sees so much information—providing many opportunities to buy, but less opportunity for marketers to influence that buying. Marketing teams scramble as they are pulled to every channel, while their ROI appears to diminish. They undertake multi-media campaigns often with fewer resources than they had before.
These challenges need the alignment of company values and marketing tactics. The collective strategic goal should be implemented at the top of the organization. Marketing executives agree, in Quad and Marketing Dive’s survey, 75% of respondents rate aligning marketing initiatives with strategic business goals as their highest priority this year.