There are some things you must know about your marketing program that are essential to success.
As a matter of fact, I consider them a test that separates successful CMOs from other marketing leaders. You must know the answers to these questions to do your job of maximixing the effectiveness of your selling efforts.
We tend to focus on the tasks, tactics and strategies marketers use rather than their role. Positioning products, branding the company, analyzing the competitive environment, creating the messaging, outbound combined with inbound marketing, establishing an effective CRM program -- all of these are generally how the job is done and not why the job may or may not be getting done.