In many organizations, marketing faces a moment of truth. Dramatic cuts in marketing spending and personnel are a common response to the recent recession(s), but business leaders need to look beyond these short-term reactions. In order to achieve success, companies need to find new ways to drive organic growth sustainably and profitably. The author contends that this can only be done by building the necessary culture and capabilities to deliver on the promise you are making to your customer. Over time, by focusing on the delivering the brand promise, building the right capabilities, and defining a culture that sustains such a focus, companies will achieve sustained growth. [...]
--- [](https://www.emmgroup.net/) [](https://www.emmgroup.net/) # On the Road to Marketing Excellence by [Kerry Anderson](https://www.emmgroup.net/insights/author/kerry-anderson) [White Papers](https://www.emmgroup.net/insights/topic/white-papers) January 07, 2013 - [Tweet](https://twitter.com/share) In many organizations, marketing faces a moment of truth. Dramatic cuts in marketing spending and personnel are a common response to the recent recession(s), but business leaders need to look beyond these short-term reactions. In order to achieve success, companies need to find new ways to drive organic growth sustainably and profitably. [](https://cta-redirect.hubspot.com/cta/redirect/472727/816095d3-8b1d-4727-bbfc-637c73a2d760) In this white paper, the author contends that this can only be done by building the necessary culture and capabilities to deliver on the promise you are making to your customer. Over time, by focusing on the delivering the brand promise, building the right capabilities, and defining a culture that sustains such a focus, companies will achieve sustained growth. Marketing should be leading this effort and, in doing so, reaffirming its value. Keywords: [White Papers](https://www.emmgroup.net/insights/topic/white-papers) -