Closing the gap.

• Author: Marlin, Brenda
• Position: Marketing Edge

The more I interact with our members, the more I see a widening gap between those who are cutting edge, strategic-planning marketers and those who continue to believe marketing is merely advertising, special events and giveaways.

More and more, CEOs are looking for ways to cut costs and find ways to become more profitable for their bank's shareholders. Unfortunately, marketers sometimes get caught in the line of fire and loose their budgets and sometimes their lobs due to marketing's cost to the bank's bottom line.

All marketers need to raise the bar for the bank marketing profession, so that marketing is no longer considered the "line item" on the bank's budget that needs to be cut. If you are not involved in your bank's financial decision-making process, you need to be If you have not been formally educated in this process. call us. We can help you find ways to accomplish this goal.

This month, the Institute of Certified Bankers (ICB) will...