How to Fix Marketing in 2010: 6 Steps

An interesting piece. Some points you may agree with, other points you will not, but worthy of thought.


Now that it’s a new decade, it’s time to wean the marketing group away from their delusions of strategic grandeur. Here’s a simple, six-step program to ensure that your company’s marketing is successful and productive in 2010:

• STEP #1: Correctly define marketing. If your company’s marketers think that they’re doing something “strategic”, they’re wasting money. Marketing is a tactical function whose sole purpose is to provide qualified sales leads. In a productive marketing group, all activities serve that goal.

• STEP #2: Make marketing subservient. In most companies, there’s often a total disagreement about basic issues, like the intended market and the target customer. The only way to prevent stovepipes and infighting is to fold the marketing group into the sales group. Do it now.

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