Your five-step guide to achieving greater influence and impact

Influence, or more pointedly the lack of it, is consistently offered as the biggest concern among senior marketers I speak to.
The CMO being reduced to the role of tactician with strategy conceived and delivered elsewhere is the most diplomatic complaint. Marketers being at the mercy of others in the organisation who believe they can do the job better than marketers, is one of the most brutal.
The reasons behind the grumbling are many and varied. The pressure to sideline long-term activity in th