My last post rekindled the issue of marketing’s value based on an extremely limited sample of two marketing colleagues.
But I do have a bigger anecdotal sample to draw from, and it’s based on the hundreds of business professionals who attend the American Marketing Association’s Marketing Boot Camp that I teach around the country. The attendees come from different size organizations in a variety of industries. Most are fairly new to marketing & a few are seasoned veterans who come for a back-to-basics refresher.
The moment of truth
Early in the program we review a comprehensive definition of marketing … then we “get real” as I ask attendees to candidly describe the marketing function in their organizations.
On the downside, I’ve heard responses such as “We’re the ones who get blamed when sales doesn’t make their quota” to “We’re the ones they come to when they need an ad or brochure” and “What’s marketing?”
Not all doom & gloom
I’ve also heard from attendees (the fortunate ones) who tell me their marketing is both a strategic player and respected function. It all depends on on the situation within the organization and how executive management views marketing.
What to do if you’re not among the fortunate? Stay tuned for my next post …