Getting On The Marketing Plan Path

Yesterday, I talked about the growing importance for health and human service organizations to think more holistically about their revenues, and the marketing initiatives they need to compete for resources in the market. The key ingredients for marketing success are a marketing plan, and a "chief marketing officer" (CMO) to develop and implement that plan (see Most (Almost All) Organizations Need A CMO all members).

For me, what is important about the CMO role is not the title, span of control, or reporting relationship. Rather, it is the recognition that there needs to be an organizational accountability for achieving revenue . . .