Day-By-Day Business responsibility
For most CEO’s, line managers and employees marketers live in a Marketing Tomorrowland far away from the day to day business.
Marketing doesn’t need to make the business turn around like other departments need to achieve every day:
- Lead generation department needs to get new leads
- Sales need to close deals
- Production needs to get the goods produced on time
- Purchasing needs to get the raw materials just-in-time at the best price
- Shipping needs to ship the goods without delay as the lowest cost
Everyday operations need to make sure the quarterly or monthly operational results are a success.
However Marketing is preparing the company for the future market, for the changes that are likely to happen in the market. First of all Marketing need to define the changes and when these changes will happen in the future market place.
Nothing really to related to the current day-to-day pressure and slump that the other departments encounter. This being ahead without pressure seems like a Marketing Tomorrowland to the rest of population of the company.
The apparent responsibility and liability for marketing seems nonexistent. Still if Marketing would make a mistake then in the long run the company will encounter hard times as:
- The wrong products have been developed or designed as the changes in the market weren’t anticipated correctly
- The warming up of the market segments for the new products were a complete waste of time and money
Marketing has responsibility for future success
Although Marketing seem to live in a Marketing Wonderland, the near future is related to this new Tomorrowland. The responsibility and liability for Marketing is much higher than the operational day-by-day cycle of leads-selling-producing-shipping which the other departments encounter. If they miss one sale or one shipment the impact remains small and can be picked-up on the next occasion.
If Marketing misses the vision for the future products then the impact will be much greater and the after effects will be longer lasting.
As Marketers live in Tomorrowland most people won’t grasp the importance and responsibility of the department.
How is the perception in your company of Marketing living in Tommorrowland?