The internal marketing battle

Marketing has always struggled to stop being the black sheep of the company.

I see the reasons for this as being three-fold:

1) Marketing has been very bad at promoting its own value and providing ROI from activity

2) Therefore top management see it as a luxury rather than functions like HR, Finance and legal departments which are necessities

3) Because of the above there are very few companies who have C-level people from a Marketing background – they will tend to come from Sales (i.e. seen as revenue generators) or Finance (i.e. seen as cost cutters)

Until marketing as a discipline is able to accurately and (more importantly) consistently provide 1 then 2 and 3 will always be present – unless there is a bold enough company to take a chance, but these are few and far between.


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