“‘Marketing is everything.’ I hear that phrase – or a variation of it – a lot these days. I agree with the sentiment given how brands can turn almost any moment with a customer into an interactive experience. However, while it’s easy to say “marketing is everything,” the truth is that marketing can’t do everything.

That’s why I think 2014 will be the year that marketing leaders must become givers: providers of insight, creators of connections, deliverers of performance improvement. Succeeding in this kind of giving will be critical if marketing is to drive above-market growth.”

Full Story (Source: David Edelman, McKinsey)