Editor’s Note: Marketing plans often fail not because they lack activity, but because they lack strategic clarity. In this Forbes Communications Council article, the author addresses a familiar challenge for leaders who must justify budgets, align teams, and explain outcomes: too many initiatives are presented as doing everything at once. By separating marketing work into
Alan N. Sutin is Chair of the firm's Technology, Media & Telecommunications Practice and Senior Chair of the Global Intellectual Property & Technology Practice. An