The marketer’s job never has been easy. And, in recent years, we have been  faced with more obstacles to overcome than ever before.

From a tough business environment that has prompted some companies to cut  marketing spending, to an explosion of digital marketing channels that requires  us to stay abreast of a sea of trends and influences, and a heightened focus on  analytics—and, ultimately, a verifiable return on investment—no wonder a CMO’s  average tenure is much shorter than that of other C-level executives.

Within some companies, Marketing is viewed solely as a cost center, an  expense. As a result, many marketers meet resistance when having their budgets  approved by Finance. But Marketing is an asset that drives revenue, and it is  vital to the overall growth of a company—which is why it should be important to  your CEO, your executive team, and your board of directors.

Accordingly, you need to position marketing to your CEO in terms of the  revenue it delivers, not the budget and program costs. To make that happen, you  must align your marketing strategy with major company initiatives, and you must  have a plan in place that is measurable and can demonstrate an impact on  bottom-line sales. – href="http://www.marketingprofs.com/articles/2012/9697/building-a-case-for-marketing-in-the-boardroom">Five Tips for Building a Case for Marketing in the Boardroom by Chris Chariton

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