The distinctive trait of winning marketing functions will be their focus.

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Instead they view it as the role of senior executives, or of functions like corporate communications, marketing, advertising, or public relations.

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Marketing is one of the last business functions to integrate its data, processes and systems, and that has created tremendous fragmentation and complexity in proving ROI.

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To solve that problem, he divided up the resources from the various functions (sales, marketing, finance, product management, HR) and created a series of business units.

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