‘Threaded into business strategy’: How brands are defining marketing excellence
In a world where some businesses struggle to agree what they mean by marketing, how are brands defining excellence and who is holding teams to account?
What is marketing excellence? It’s a question facing leaders across the marketing spectrum.
Forget the fact there’s no industry-wide excellence blueprint, in many cases marketers struggle to get their own organisations to agree on a shared sense of what good looks like. Moreover, as the economic environment changes at speed and marketing’s remit expands under pressure to deliver more with less, how long is any definition of excellence relevant anyway?
For Dan Burdett, former Pret chief customer and growth officer, the definition of excellence is intrinsically linked to the definition of marketing itself.
