Marketing...Have We Cared Enough About our Profession?

Date: Tuesday, October 27^th, 2009

Host: TMG International Inc

Introduction:

On Tuesday, October 27th, 2009, TMG International Inc hosted a Roundtable discussion with a group of marketing thought leaders, to discuss what has been marketing’s role within the constantly shifting needs of today.  Of specific interest with the increasing short term focus on marketing tactics, marketing leaders need to re-think how they develop their marketing department’s skill set to ensure the development of a Marketing Lead Organization.  But have we as Marketer’s done the job?

In summary, the participants identified key issues within the marketing organization of today and what needs to improve to meet customer’s evolving needs and expectations. 

"We have brought it on ourselves to feel and be neglected within an organization.  If we are pushed into selling for selling’s sake we crumble.  The almighty dollar versus the brand."

"We need to market marketing.  If it is not well understood within the organization, how do we become the catalyst for strategies within the organization?   The other issue is quality.  Marketers today do not have the same high calibre of marketing acumen as we need."

"Where we went wrong is we fell in love with the big idea.   We lost our credibility and then the trade funds took over.  We, Marketing and Marketers are not in control."

"Today there is a spectrum of accountability for marketers.  B2B as an example is about being of service to sales and not strategic. The marketer’s roles in the B2C seem to be broader. A true marketer should be end to end.  However in some industries like technology perhaps it should not include product development as you may limit the creativity."

These conversations lead to the following questions:

• What is the role of Marketing in your organizations (past or present)?
• Why and how has the role of Marketing diminished from what it was 10 or 20 years ago?
• Are we as a marketing community too transient?
• Does an organization have respect for the customer?

Discussion:

What is the role of Marketing in your organizations (past or present)?

• The role of the marketing department is to unearth the insights and then deliver them to the organization to be acted upon.  And you need to go to the front line to mine these insights.  For example, if listen in on a call center you will get tons of insights
• The role of marketing is filtering for the market
• There are very few successful organizations that encourage that everyone to be a marketer because it is important for that all employees understand how to live the brand

Why and how has the role of Marketing diminished from what it was 10 or 20 years ago?

• The culture in organizations plays a huge role in the importance marketing is given within an organization.   If the culture does not focus on the customer then the role of marketing is not appreciated and it is marginalized
• The marketing department is no longer the catalyst in an organization
• Marketing should focus on long term strategy.....but companies now encourage focus to be on quarterly results
• If you are operating a culture that is short term focused and/or not customer orientated then the strategic plan has to be done in stealth mode.
• The data in an organization is now pervasive and accessible by all.  In the finance department they cab analyze the data and because their focus is short term make it easy or difficult for you to do your job as a marketer
• We are missing the marketing vision in business today

Are we as a marketing community too transient?

• In the C Suite the CFO has the power.  These days it is hard to find marketing within the C-suite, either because it is not well understood,  the return on investment can’t justified or because it easy to cut Marketing
• We all know the stats…. the life expectancy of a CMO is about 18 -26 months.  How do you make an impact in that short a time?  A CMO would need a voice as loud as the CFO and the support of a CEO
• With all these organizational changes we have noticed Marketing has morphed into Marketing Services and become a function like any other
• Business has become more complex, and marketing has not embraced the complexity
• Consumer has become more knowledgeable / powerful (deer with guns) and this has complicated the marketing job and the business
• Role clarity is lacking, unclear accountabilities across multiple functions
• A marketing hot topic is “how to organize around the customer “.   This should be the #1 job of the CMO!
• Structure and the quality of marketing talent are top issues

Does an organization have respect for the customer?

• If the CMO is not in the C Suite of decision makers then the answer is no
• Since the financial crisis it seems like businesses are games now.
• Organizations are more focused on funding the need for operational efficiency and technology than customer programs
• We talk about customer but we do not change the infrastructure to do it.  Customer knowledge capture has to become part of a cost savings not business building