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Take Control of Your Marketing Plan

You control your business, but your marketing plan is another story. Take the reins by channeling your inner chief marketing officer.

This story appears in the April 2006 issue of Entrepreneur. Subscribe »

There's a new top job at big businesses nationwide. It's that of chief marketing officer, and the men and women in this challenging post are responsible for driving the marketing direction of their companies and brands. As an entrepreneur, you're the single most important force propelling your company's growth. Can you learn to think like a CMO? It requires an up-close and personal understanding of your customers, a dollop of innovation, and the ability to follow through on marketing plans and programs. The payoff for all this synergy is enhanced development of new products and services, as well as superior returns on customer acquisition and retention efforts.

Ready to give it a try? Here are five important tips to help you perform like a CMO:

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