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Opinion: Why marketers need to climb the right ladder

“If the ladder is not leaning against the right wall, every step we take just gets us to the wrong place faster.” – Stephen R Covey.  The purpose of marketing is to achieve business goals. The most common goal is growing revenue, but there’s a wide range of other goals. For marketing to be effective, you need to look at how well each activity contributes to those business goals.  Thank you, Captain Obvious.  Except, that’s surprisingly often not obvious in practice.&