What does Wall Street expect from a company's marketing team?

This week on the podcast, I talk to Gary Schnierow, the VP of Investor Relations at Build-a-Bear Workshop about how Investor Relations is really a marketing role (according to me), and what Wall Street actually wants to know about marketing.

And what they want to know is whether marketing will drive better financial results. That’s about it. As Gary tells me, if a company has better-than-expected financial results, then the campaign probably worked. If they don’t, then the campaign didn’t work. Which isn’t quite how marketing thinks about marketing…

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