As a follow-up to our previous article, this is meant to demonstrate the need for marketers to have a voice in not only communications activities, but also in the vision of the company.
Marketing, as we agreed with some of the newer sentiments, is a relationship business. We have to build a trustworthy reputation with the consumer, public, media, and government. Also, we need to have good relationships within the organization we serve.
The top-down approach, when messages come from the business leaders to the marketing department, is no longer a viable option. Marketing can help the company decide what kind of products the consumer will want. Marketing can help research and development decide how to alter a product to keep its sales up. Marketing can also help the C-Suite cast their institution in the best possible light.
Marketing has a huge impact on financing. Marketing has budgets to handle, and if the market research is accurate, it can streamline the costs of production by making sure the resources are used in the most efficient way possible.
Pretty much, a company without marketing in its C-Suite is behind the curve. And no one likes that position.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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