We all know that consumers are disrupting companies’ business models. One visible example is the increasingly popular practice of “scan and scram” (a.k.a.
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All too often, the senior marketing position in a business is focused on generating leads and winds up getting caught in the weeds (reading/writing copy, selecting images for the campaign, reworking landing pages).
Sorry, that's a waste of money - hire the right people at the right wage to handle the tactical operations and have that senior level person focus on the strategic vision.
What does the audience want and need and perceive and expect? How might that change based on politics, economy, technology? And how might all that impact your business? (Better to know and have a plan/options than get caught unaware and be forced to react/guess.)
I would be a little cautious around "Be the brand steward" since this one typically turns out to be "let's rework the logo, the fonts and the color palette". This really has to be about understanding what the audience perceives and expects so you can work across the organization to develop and deliver an experience that exceeds the audience's expectations.
Honestly, my best work has always been with organizations that wanted marketing to represent the audience within the organization...so that we were working on products, and pricing, and distribution and customer service/experience as well as promotion.
Those are the organizations that understand that everyone is involved in marketing and the best social media effort in the world can't overcome an organization that is more focused on saving their time and cutting corners than WOWing the customer.