Any CEO will tell you that marketing is an essential part of running a successful business. After all, without demand and lead generation there will be no sales; if the product isn’t selling, all the brilliant innovative technology in the world won’t make even the slightest difference and the company will eventually go under.
However, it won’t be too much of a stretch to say that marketers are generally an underappreciated, often misunderstood species within technological organizations. I will claim that current analytics tools might allow marketers to «rebrand» themselves, and prove their true value to the organization in a clear and undisputable way.