Some tough love, resources, and air cover from the CEO will transform marketing from an order taker to a business driver.

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The new position of "runner" has been created to do things like hand out cups and sauce packets, and fetch juice boxes for Happy Meals, freeing up the order taker to focus on the customer.

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As a result, when I rose up the IT chain, I did so not just thinking about my role as an order taker or as just an internal service provider, but also as a business leader and change agent.

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Either that, or a lot of errors are happening between the order-taker and other employees who fill the order.

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So ISE would be forced to route that order to another market center that had a better price, which could be a maker-taker market.

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