In the coming months C-suites from around the world will be presented with the marketing budget proposals for 2011. Once again, many will approve them without real conviction.
After all, when it comes to marketing, many financially focused CEOs find themselves in a quandary. On the one hand they know that the people who work in the marketing department are smart, creative, well-intentioned and hard-working. On the other, they have difficulty figuring out what these people do all day. Whether their beautiful initiatives actually make a difference.