New CUNA Marketing & Business Development Council White Paper Discusses Managing Myriad Specializations

By Beth Stetenfeld05.18.2017

The CUNA Marketing & Business Development Council has published a new white paper, “Leadership: Managing Myriad Specializations.”

The practice of marketing has become smarter and more efficient in recent years—and much more complex. As a result, forward-thinking, modern credit unions must include myriad specializations to remain competitive in the marketplace.

A hybrid of creative, media, sales, and data drive the targeted, integrated campaigns of today. These specializations include campaign management, digital media, web content, social media, direct marketing, big and small data/business intelligence, advertising, media planning and buying, public relations, community relations, business development, sales, and many more.

In this white paper, credit union marketing and business development executives discuss how to effectively lead teams during an era of increasing complexity and specialization, including:

  • The Juggling Act
  • Managing the Breadth and the Depth
  • Running the Diagnostics
  • Key Marketing Functions
  • Staff Coaching

white paper

CUNA Council members:

CUNA Council members are eligible to receive complimentary copies of this, and hundreds of other white papers. The paper is available online in the white paper section of

Not a Council member? Explore member benefits and join now.

Press may contact Natalie Sherry at for more information.


The CUNA Marketing and Business Development Council is a member-led community of marketing and business development professionals dedicated to providing relevant resources and tools essential for success to its members. The CUNA Marketing and Business Development Council is one of six CUNA Councils, a network of nearly 7,000 credit union professionals. For more information, visit