Best Practices

Top reasons to involve marketing at the strategy table

Strong companies remain united on goals that drive expansion, adoption and engagement.

As a two-time startup founder and CEO, I often think of my role as enabling all of our teams to come together and work toward the same larger strategy. All too often, though, I see hyper-growth tech companies start to become fractured and then go down a disjointed path of different goals.

On highly technical teams, marketing can often be overlooked and, therefore, not brought to the table for strategic initiatives. This can be dangerous because the strongest companies remain united on prioritized goals that drive expansion, adoption and engagement.

Here are three strategies that I have seen be successful in both equipping marketing teams with what they need as well as helping entire organizations see the value in their marketing teams:

Continue reading this story on Forbes, where it originally appeared.

Christian Wiklund is unitQ CEO and Co-Founder.