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That can be argued however, marketing deserves a seat at the table because the business performance depends on it For too long, marketing has been misunderstood. Not undervalued, misunderstood. In many organisations, marketing has slipped into a cycle of doing rather than directing. It’s become the team that “gets things out the door,” rather than the team that shapes the direction of the business. Deadlines get hit. Reports get filed. Content gets produced. But the strategic

CVC’s £9bn Power Play: The Rise of Sport’s Super Syndicates