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Marketing’s autopsy report

Marketing often meets a slow and predictable death in many organizations.

Well, its autopsy report is in, and it confirms the top 5 murderers of marketing to be the usual suspects:

  1. The CEO (and maybe the board, too) just doesn’t get marketing: If the marketer has to fight with the leadership for marketing’s sake, the marketer and marketing almost always lose.
  2. The CMO isn’t an A-player: If the marketing team isn’t built and led well, it’s because A-players hire A-players and B-players hire C-players.
  3. Marketing attribution is operating a decade behind: If the podcast isn’t approved because its ROI can’t be easily measured but conferences that can’t justify ROI are retained, marketing is stuck in 2005.
  4. Marketing and sales are competing with – not complementing – each other: They should be united on goals, ownership, budgets, lead quality, etc., not fighting one another over these.
  5. “That’s how we’ve always done it here.”: Marketing dies at the hands of those who cannot embrace change.

Takeaway

It’s easy to kill marketing especially because you’re not likely to get caught for it. DON’T. 

Do you recognize any of these marketing murderers in your organization? Click here and let me know.

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

Al Ries

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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