If you want to enjoy influence in any organization, you have to stand for what matters. In many firms, that's profitable revenue—like it or not. Just think about it: what's on a typical CEOs mind? For many, it's revenue, cost, strategy, and perhaps the organization. Where does your work fit in? If you aren't siding with the revenue camp, you'll quickly end up in the cost camp. Guess what smart CEOs do with cost? They'll try and reduce it.

I hope you'll enjoy video 12 of 20 of the 1-Minute Marketing Leader-series.

Do you want to develop these—and many more—growth skills? Consider the Marketing Leadership Masterclass.