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Building the New Marketing: Making Marketing Important to the Enterprise (Part 1)

by Michael Fischler  |  
August 5, 2008

At the risk of appearing to be even more of an unrepentant pseudo-intellectual than I actually am, I'm going to begin this article by quoting from The Love Song of J. Alfred Prufrock:

No! I am not Prince Hamlet, nor was meant to be;
Am an attendant lord, one that will do
To swell a progress, start a scene or two

What better description for the enterprise perception of Marketing's value to that enterprise.

Ancillary. Secondary. Helpful but hardly central.

And we perpetuate that perception.

Masters of segmentation, we've segmented ourselves into Lead Generators. Message Makers. Brand Stewards. Useful, of course—in fact, indispensable. But indispensable the way facilities management is indispensable. Or travel management. Or any other organization that an enterprise relies on, but cannot be easily shown to have direct impact on revenue.

And if you don't have direct impact on revenue, you don't directly impact profit. And if you don't do that, you're second in line for everything—except maybe workforce reductions.

Now, of course, we find all manner of ways to connect the dots from advertising to revenue or segmentation to revenue or pricing strategies to revenue. But it never seems to work, does it? It never seems to create the convincing argument. It never seems to propel us to the kind of influential role within the enterprise that we so consistently strive for. And deserve.

No matter how hard we ride that bike, we just don't seem to make up any ground.

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Michael Fischler is founder and principal coach and consultant of Markitek (, which for over a decade has provided marketing consulting and coaching services to companies around the world, from startups and SMEs to giants like Kodak and Pirelli. You can contact him by clicking here.

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  • by Cuesta Tue Aug 5, 2008 via web

    I always get asked, what do you do? ...that is when I ask myself, what do I do???? marketing; but what is that exactly? it is so broad, what is my focus? Your article gives me a good idea on how to decide is our role... At the end of the day, we are here to help increase profit not the fun PR and branding part (even though it is important).

  • by Stephanie Wed Aug 6, 2008 via web

    I enjoyed this article and am looking forward to the next pieces. Defining marketing's role in the company is something I struggle with almost daily. I don't know that other departments do. Why is it just marketing? Are we truly the only ones with the problem or are we the only ones who have the personality to worry about it?

  • by parul verma Thu Aug 7, 2008 via web

    this is exactly how we should define the role of marketing in an organisation.being involved in brand names,positioning, advertising, we sometimes really forget the ROI expected.

  • by nitin Mon Aug 11, 2008 via web

    i enjoyed this article. your article give me knolege about marketing. and give me new vision in my life.

  • by Randall Croom Fri Aug 29, 2008 via web

    I am highly anticipating part 2. Nice work.

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