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The gap between marketing dashboards and boardroom decisions is behavioral, not strategic. Here’s how to close it.
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Early in my career, I walked into a boardroom to present to the executive team as the marketing leader. I could sense the anticipation — slides were ready, and everyone leaned in, curious. I started off with some impressive engagement numbers, brand sentiment and a slew of promising stats. But as soon as the talk turned to budgets, you could feel the room get colder.
