Why Marketing Can't Prove Its Value to the C-Suite And What Has to Change - Dr. Alok Saboo
Dr. Alok Saboo is a Professor of Marketing at Georgia State University's Robinson College of Business, Director of the MS in Marketing program, and an AMA award-winning researcher whose work sits at the intersection of marketing, finance, and firm performance.
In this episode, Alok explains why marketing consistently fails to earn executive trust, why defining marketing as communication or sales is the root of the problem, and what it actually takes to connect marketing decisions to the financial outcomes CEOs and CFOs care about.
You will hear:
- Why short-term metrics like clicks and…
The skinny
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