White Paper

Organizational Alignment & Ownership

By Beth Stetenfeld

posted 04.27.2016 (M & BD)

This paper poses the question, “What is the role of marketing and business development at your credit union, and how does the rest of the organization view that role?” and dives into:

• Defining the true role of marketing within the organization,
• Forming a solid marketing team,
• Showcasing leadership qualities, and
• Creating a culture of respect, as well as give and take.

The paper profiles several credit union marketers who have developed strong organizational alignment and ownership for their marketing teams, and is the second in a series of leadership topic-driven white papers the Council is publishing.