CONTENTS
PART 1 THE MARKETING PLAYBOOK: MARKETING OPERATIONS ARE YOUR FOUNDATION
CHAPTER 1 TRANSACTIONAL VERSUS RELATIONSHIP MARKETING MODEL
DESIGNING A BUSINESS OPERATIONS MODEL BUILT FOR REVENUE
Changing How We Thought about Teamwork
MANAGEMENT: REINFORCING AND DEFINING ROLES
Putting People in Position to Win
How to Thrive in a Structure as an Employee
Put the CMO in Charge of Both Sales and Marketing
Think Like a Structured CMO Even If You’re a Team of One
CREATING CONNECTION ACROSS DEPARTMENTS: CUSTODIANS OF THE BRAND
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