White Paper

Marketing & BD Leadership: Managing Resources

By W.B. King

posted 07.27.2017 (M & BD)

The CUNA Marketing & Business Development Council has published a new white paper, “Leadership: Managing Resources.”

Credit union marketing departments have the all-important responsibility of attracting and retaining members. The resources available to support this charge, such as budget, staff, technology, and even time, don’t always correspond to the established strategic goals and initiatives. As such, marketing leaders are continually seeking to strike the right balance between executive orders and member wants and needs.

This white paper explores the manner in which successful credit unions decide upon and execute resources, primarily related to budget. To this end, four credit union marketing executives were interviewed, providing insights about:

  • How credit unions can do more with an existing budget,
  • How marketing executives can effectively request additional funding,
  • How to determine department size, and
  • How to navigate vendor relationships.

CUNA Council members are eligible to receive complimentary copies of this, and hundreds of other white papers.

This resource is only available to members. Please login to download or explore member benefits and join today

 

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