‘Putting Meaning Back Into Marketing’ – HubSpot
Valerie Levin says, “Everyone in an organization is (hopefully) aware that marketing is essential to a company’s success. However, when asked to define what the marketing team does and how it impacts business, answers tend to come up short.
Responses such as “social media, graphic design, advertising, emails and brochures,” are going to be most common – but chances are, if someone isn’t on the marketing team or doesn’t deal directly with the department, there’s probably some mystery to what’s being done there.
What Do Other Departments Think Marketing Does?
In fact, a recent survey revealed that only 13% of non-marketing employees think marketing drives business strategy, with 53% saying marketers are responsible for advertising and promotion and 43% saying its brand management. Marketing was noted as the least important department within the organization. As marketers, we know this simply isn’t true.
While all departments have their individual functions, without marketing, a company would be an anonymous entity operating with a limited customer base. The purpose of marketing is to bring in more customers, encourage and cultivate growth and discover how to better serve customers”.
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