You are the newly appointed marketing manager in a high technology company. Your CEO – who has risen to the top through the product engineering ranks – seriously questions the value of increased investments in marketing. To him, marketers are “right brain” types who excel at dreaming up lofty positioning statements and clever ad campaigns, but who show scant interest in company profitability, and even less in specific measures of marketing performance for which they may be held accountable. However, feeling confident that both sides of your brain (the creative and the analytical part) are up to the challenge, you respectfully disagree. What actions or initiatives might you undertake to set the boss straight?