How The Rest Of The Company Views Marketing

Now I’m not saying that any of these functions don’t actually deliver ROI (then again, I’m not saying that everyone delivers the ROI they think do, either). But I think this helps explain why the advertising/branding people have a higher strategic profile in many firms (especially financial services firms).


4 thoughts on “How The Rest Of The Company Views Marketing

  1. My immediate reaction was that the upper right was so wrong … but on reflection, I think this is correct. They (M&A) have incorrect assumptions but their desire is to achieve ROI, and to utilise the newest methods.

  2. I had the same reaction as Colin – i.e. at first i thought the top right was a typo. However i agree with you both on reflection. Maybe marketing isn’t such a bad place to be after all.

  3. I think the real question is how long will “Advertising” be part of “Brand”? When C-Level people start to realize how much of Brand is really driven by process excellence and ( ack, ahem) “customer experience” then the more measurement-oriented disciplines will ascend and Advertising will become Market Research / Advertising.

    “Brand” will always be the most important idea, because (hopefully) it is the strategic concept that drives down through everything else. How you define Brand is the place much work needs to be done. Simply shouting your Brand message I’m not sure is going to cut it anymore.

  4. Interesting timing on your comment, Jim. I was sitting here composing a new entry called “Marketing’s Civil Civil War”. Touches on what you’re addressing here (as well as picking up on a January post of yours on The Deconstruction Of Marketing).

    But to this comment, I was immediately drawn to the comment “when C-level people start to realize….” and thought “and WHEN exactly are they going to start to realize that and HOW is that going to be brought about”. I don’t see that happening in the next five years. And part of the reason for that is that the term “customer experience” means too many different things.

    Now you can see why I “worry” for the future of customer experience management (Colin’s word).

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