Some of the companies with the most efficient operations are also the ones who have the hardest time growing. It’s a counterintuitive idea, but it’s one that has been supported by research and that serves as the basis for this week’s episode of In Process Podcast. Join us on the show this week as we revisit out talk with Art Saxby and Beth Vanstory from Chief Outsiders.
Both Zaxby and Vanstory came to marketing after building a background in finance—something Saxby laughs off as more of a natural transition than it may seem at first. “It’s a profit game,” says Saxby, noting that many business owners don’t see the way that marketing directly relates to the bottom line. “The real role of marketing is to help lead the company forward and figure out where it can profitably attack the market.”
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