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This chapter is from the book

Bringing It All Together

Now that you understand how and why marketing serves as the hub in the round of communication disciplines, how to break down the silos, how to get senior leadership involved, and how to develop the marketing round team and get your vision, goals, and dashboard ready, it’s time to begin.

The exercises on the following pages will help you develop your vision, create your goals, and build your dashboard.

In order to break down the silos, develop trust, and gain immediate buy-in, the marketing round should work on this task together. It’s not for you to develop in your silo and then impose upon the first meeting.

It may take more than a few meetings to get it right, but it will be worth the time and energy spent later. Soon you’ll be on your way to marketing in the round.

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