5 min read
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If your company achieved one million social media impressions, was featured twice in “The New York Times,” and earned a new celebrity endorsement last month, you might think your marketing campaign was a tremendous success.
However, if your marketing goals aren’t linked to your overall business goals, all of these numbers are actually more about vanity and less about growth. They sound good, but ring hollow in terms of forwarding your organization’s goals and priorities. Your marketing department will best support business strategy when working in concert with the company’s leadership team and business objectives. Still, when the two remain siloed, even the flashiest figures won’t support your company’s goals.
For instance, if your aim is to expand from $100 million to $1 billion in annual revenue, a strategic planning process that engages