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The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value by Patrick Barwise, Thomas Barta

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POWER #7

Get the Mix Right

Your central question:

How can I design and build the right team to increase the V-Zone?

A top priority for every marketing leader is to design and build a cohesive marketing team that can solve the big issues that matter both to customers and the company (V-Zone issues). This team will have cutting-edge skills and be a talent magnet for marketers outside the company and a talent pool inside the company.

If you’ve wondered throughout this book where functional marketing skills come into play, it’s here! Building a well-aligned team with the right marketing and leadership skill mix is critical for your success. But, as we’ll show you, getting the team’s skill mix right is a challenge for many marketers.

Twenty-first-century ...

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