Dump Your Marketing Department

Your marketing budget has been cut 50%.  So what. Do the company a favor and figure out a way to get rid of it all together.

That may be a bit rough, but truth is when the boss says cut costs the accountant aims for the Marcom budget cause it’s easy and below the line. Most accountants are also very well versed in the old  Wanamaker quote about 50% of your advertising budget being waisted…just don’t know which 50%, and still believe it. (As an old Hallmark Cards guy I have a soft spot in my heart for Wanamaker, he did fund the campaign for Mother’s Day after all. But if your marketing budget/ad budget is 50% waisted in this day and age, then you’ve screwed up.) 

Unfortunately in many organizations departmentalization created ‘marketing departments’ that really only focus on communication with suppliers and customers.  The marketing professionals scattered throughout the organization are adopted by their respective departments – development, product management, and yes even operations – and marketing fundamentals that should be universal are sliced and diced until they become completely ineffective.

Most marketers know at heart that this is an inefficient and ineffective method of value delivery.  It is scary how often a sales professional is handed a product to sell and immediately they feel the need to create their own cut and paste versions of the marketing material.  Or a customer purchases a product and never makes use of 90% of the features. 

So, how can we RE-INTEGRATE MARKETING? How can we stop looking at it as a group of timeline trapped functions (catalog page, website, ad, packaging, etc.) and integrate the spirit of marketing into the overall process of your organization. 

Your department may disappear, but the need for marketing expertise will increase and create opportunities for you and your company.

Related Posts You May Enjoy:

1. What Path Is Your Marketing Department On – Tyrant, Weenie or Persuader?
2. Be a Marketing Persuader Not A Marketing Tyrant
3. End Marketing Departmentalization

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