From the course: Leading a Marketing Team

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Lead the planning process

Lead the planning process

From the course: Leading a Marketing Team

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Lead the planning process

- As a leader in the commercial organization, you should expect to lead the marketing planning process. For that, you'll need a diverse and talented team. These include your team members as well as members outside of your department. Let's review the various roles of your cross functional team. First is finance. Your finance department assures you have sufficient budget dollars to execute your plan. They also help you in the measurement phase of the planning process. They'll help you quantify your ROMI, return on marketing investments, and help find ways to improve it in the next business cycle. Marketing research is another key role you'll need on your team. They help you understand customer needs, test new product concepts, or test new advertising messages. Marketing research can be applied at every step of the process, so be sure to get their advice on the best way to use this important resource. Next is your…

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