If you think marketing is the job of your marketing people, you are wrong.
The first part of marketing is deciding who your company is going to be to whom. It’s strategic – understanding the marketplace, your competitors, your capabilities, and how you plan on positioning your company within all that.
Then it’s branding and strategy – how are you going to approach your audience. From there, it’s tactics which can be handled by your marketing team.
Did you get it right? Do you need to go back and rethink it?
In the industry I work, people are hired for marketing because they can “make friends” and are pleasant. There is very little criteria for proper credential, requirements, or training. If they have a pulse, send them out marketing (selling) to prospects.
[applause]