4. "SEARCHLESS" ADVERTISING.
Many CMOs have no problem authorizing multimillion-dollar TV and print campaigns, but their systematic neglect of search marketing borders on the criminally myopic. Search-engine marketing doesn't drive demand; it responds to it, which means that unless your brand is present to capture post-ad queries, you've failed to close the marketing loop. Plus, it's quite likely your competitors are already exploiting that failure with strategies to poach the awareness you've spent so much to generate.