Comment: Who built your marketing infrastructure?

​With an overwhelming to-do list, a COO has to decide not just what needs to be done, but also by whom. Implementing a robust framework which includes a CRM system, dataroom, website and social media is time consuming. To date, this has typically fallen to the head of investor relations, the second in command in the IR team (if the team is that established), an assistant / office manager or to an operations executive, but is this really the most effective use of any of their time, or the most costefficient for the business?

Take a CRM system for example; you’ve reached the stage where you need to move away from an Excel spreadsheet to institutionalising your processes and...