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Business Development Is Still a Tough Sell
Marketing success stories have been overshadowed by a litany of problems, including partners who have little time for marketing, unreasonable expectations of what initiatives can be expected to deliver, CMOs having many bosses but little authority and a resistance to change and aversion to risk. But there is a silver lining. For example, one firm is learning to vet opportunities more carefully. "It's a major difference from six years ago, when we'd chase everything," says Duane Morris CMO Edward Schechter.