Define Your Marketing Organization

By Michael Palmer

With a New Year upon us, what can we do as marketers to make 2007 a better year? Restore and rebuild our credibility.

Sadly marketing and marketers seem themselves as marketing communications professionals. A MarketingProf survey asked marketers what their primary job was – 90%, that’s right 90%, said marketing communications. If marketers continue to think of themselves as communicators and not strategists, the rest of the world is then going to think the same. And the problem with being a marketing communications professional is?

1. You will not be in charge of your own destiny: some one else, either the sales department or your CFO will determine what your budget is not you.
2. You will be looked at as a tactician, not a strategist: marketing should not be about logos, advertising or brand promotions; it should be all about driving revenues and profits.
3. You will constantly be fighting for resources: sales, R&D and production will out trump when money is allocated because you will be thought of as a support department, not the engine of growth.

Start the year off by first defining the role of marketing in your organization – find out via an audit if need be what your constituents think marketing brings to the table. Do they look at the marketing department as marketing services, or the driver of growth? Once you know that, you can start determining how your going to change and grow the credibility of marketing in your organization. AND if you need help, ask us. ANA has spent the last three years building a model to help marketers "Rejuvenate the Power of Marketing" and we would be delighted to share our insights with you.

Happy New Year.

Technorati tags: marketing organization strategy

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