Many financial executives still view marketing as an expense a.k.a. cost center rather than viewing it as an asset that creates revenue. Does this describe your current situation?
Dale Wolf over at the Context Rules Marketing Blog writes a thoughtful post on how marketers can positively influence executives who see marketing as a liability rather than an asset. Bottom line: it’s the numbers. Wolf argues, "The real asset for marketing managers is numbers … the ones we help generate with targeted, addressable marketing campaigns." I agree.