Take this simple test. My favorite tests have always been simple, but that's another topic for another day. Here we go:
For each general category below, choose the one statement that most accurately describes the situation in your company. Be candid, or this will be a waste of your time and further your reputation for being in denial. Heh, heh.
The Role/Responsibility of the Marketing Function.
Marketing is primarily understood throughout my company as a support service to our sales and engineering teams.
Marketing is primarily understood throughout my company as the mechanism for outbound communications about the company and its products.
Marketing is primarily understood throughout my company as a "navigational" function charged with identifying new markets and new products, and with giving customers reasons to buy our products via the department's initiatives in product, field/channel and corporate/brand marketing.
Marketing is primarily understood as the place where people who can't do anything else very well eventually wind up.
The Marketing Organization.
Marketing is primarily known throughout the company for its competence in devising strategies. Marketers are strategists.
Marketing is primarily kinown for competence in the execution and implementation of tactics. Marketers are tacticians.
Marketing at my company is known for its contributions beyond the specifics of the function; it sets and drives the general management agenda for running the business.
Marketing is known as the DWA: Department of Work Avoidance. It's patron saint is "Wally" in the Dilbert comic strip.
Customer/Market Orientation
Marketing generally defers to the Sales organization in issues and matters having to do with customers. Typically, the Sales organization directs and guides the Marketing org.
Marketing collaborates with Sales, but generally acts in a consultative, "recommending" mode. Sales gets the deciding vote on matters having to do with customers.
Marketing seeks Sales input to issues described above but takes the lead and initiates the timing and action. The Sales organizations is revenue-driven and Marketing-led.
Metrics
Marketing is generally measured in product inquiries and sales leads.
Marketing is generally measured in inquiries, leads and an array of measurements formulated by others as well as the Marketing org.
There are multiple measurements but the overarching metric for Marketing is market/segment share.
As you may have guessed, the more questions to which you could furnish answer number-three, the smarter your company is about marketing. If you answered mostly with 3's, go brag.
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