The True Measure of Success

Every other function in the company presents the anticipated ROI to the board when asking for capital to build a plant, acquire a company or open a branch office in the middle of nowhere. Until now, marketing has spent millions every year--year in, year out--and has never had to show an ROI. Instead, it charms the board with a sound and lights show.

If you're wondering why marketing lacks respect in the C-suite, if you're wondering why marketing budgets get cut at the start of the fourth quarter, here's a thought: If you refuse to behave like an adult and justify your existence like every other function, you will continue to 'get no respect' and be treated like a talented but irresponsible child.

Read The True Measure of Success in CMO Magazine.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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