The Importance of Weaving Growth Into the Fabric of Your Company From Day One

It needs to come from the top

A red background; a bar graph in front of the red
Your brand mission needs to be aligned with growth, otherwise it won't experience genuine growth. Photo Illustration: Amber McAden, Source: iStock
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It’s generally accepted that marketing’s responsibility is filling the top of the funnel through brand awareness and content marketing efforts while the sales team is ultimately responsible for winning new business. This old-school thinking has perpetuated the perception that marketing is a cost center with sales as the revenue engine. It’s this thinking that creates a rift between both organizations and often stifles company growth.

Scott Gifis is the president of AdRoll.