Are you one of those superhero marketing organizations? You know, the "1-800 I need a presentation, brochure, case study, or email campaign NOW" marketing organizations that takes urgent requests and turns on a dime?

Feeling pretty good about your responsiveness? If you said "yes," we'd tell you congrats for being such a terrifically honed tactical machine, but—and, yes, there's a "but"—we'd also tell you it's your own fault if you feel as if you're a hamster on a wheel.

There's a difference between being a service organization to Sales and being a value generator for the company. As marketing professionals, our future depends on being the latter.

Let's clarify the difference.

And, if you decide you are primarily a service organization to Sales and desire to be a value generator, see the five key steps at the end of the article for ideas on how to make the transition.

Service Organization to Sales

You know you're a marketing organization that operates as a service organization if your day-to-day work primarily involves converting inputs (requests) into desired outputs (presentation, campaigns, collateral, etc.) through the appropriate application of resources (talent, information, etc.).

When Marketing acts as a service organization, its objectives and priorities are typically focused on service delivery (time, quality, and budget) and on Sales satisfaction (measured in "qualified leads generated by marketing"). Those types of measures often dominate the conversation between the two organizations, and this type of marketing organization aims to serve and solve tactical problems as efficiently and effectively as possible.

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ABOUT THE AUTHOR
image of Laura Patterson

Laura Patterson is president and founder of VisionEdge Marketing. For 20+ years, she has been helping CEOs and marketing executives at companies such as Cisco, Elsevier, ING, Intel, Kennametal, and Southwest Airlines prove and improve the value of marketing. Her most recent book is Metrics in Action: Creating a Performance-Driven Marketing Organization.

Twitter: @LauraVEM