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Peter Drucker once said, "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." I didn't come into paid media through an agency career. I came through business leadership. When you're responsible for the entire business, every department has to work together toward the same objective. Finance measures the investment. Operations delivers the promise. Sales builds relationships. Marketing communicates the value. A

In a world where customer acquisition costs continue to rise, executive-level involvement in marketing matters more than ever. The cost of misalignment has simply become too expensive.