Making what we do count

Marketing is too often viewed as a cost rather than an investment which is partly why it’s seen as being peripheral, as opposed to core, to the business. I came across this insightful post from John Dodds which makes the point very succinctly:

“Marketing belongs at the heart of any business. Yet, all too often, it sees marketing goals where it should be looking at business aims and many marketing departments spend their time outsourcing tasks and administering the processes, rather than connecting their role into the business as a whole. Consequently, businesses disintegrate into a series of fiefdoms and underperform; the quality of the marketing suffers; and the reputation of the discipline is mocked internally by other departments and externally by pretty much everyone.”