|Question:||Should marketing or sales drive a company?|
|Answer:||This is a classic question in most companies. Marketing, if it does analysis of customers to determine what customers really want, should be "driving the bus". The problem in many companies is that marketing really just refers to communications (PR, Marcom, etc.)and very little has to do with really understanding customers. If it's just communications, then there is little anybody in the marketing department is doing to understand customer needs, then sales should be driving since, at least, they are in touch with customers.|
Oftentimes, marketing does understand customers, but doesn't have respect in the company to get their view know. If that goes on in your company, then read the article "Why Marketing Gets No Respect" and to see what you can do about it.