Marketing is about making the best decisions you can with the information you have in hand. This is why marketing teams have to be comfortable, “building the plane while flying it.” Organizations change and grow, and because of this, marketers have to be ready to adapt and iterate. The best plans allow for and welcome the unexpected.Robb Lee, CMO for ASAE: The Center for Association Leadership, talks through strategies for involving marketing in larger organizational decision making. He said, “That’s where the advantage of marketing can come in. We know all the data… And we can apply this to a business decision… This is a pathway into those upstream conversations, whether you’re invited or not.”Bio:As a CMO, Robb solves one primary mystery for association CEOs — how to create revenue that keeps on giving.Capturing market share is about one ‘simply complex’ idea: creating and sustaining brand loyalty. When we deliver value better than anyone else and communicate that value through the right channels and in the right ways, people will be compelled to invest — and reinvest — in their professional future. With us.Guest links:Robb’s LinkedIn profileASAE: The Center for Association LeadershipOther links:Feathr Flight School***Hosted by the brilliant team at Feathr.Feathr is the nonprofit marketing platform designed to help mission and member-based organizations build purposeful connections with their community to grow impact with confidence.Special thanks to our producer, The Good Podcast Co, and to Feathr’s very own Max Anderson, who wrote and performed our theme song.