Comments on: How Important *Is* Marketing to the Corporation, After All? http://www.widerfunnel.com/best-practices/how-important-is-marketing-to-the-corporation-after-all Turning More Visitors Into Customers Sat, 13 Mar 2010 05:22:47 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: The right question: Is the client ready to optimize? http://www.widerfunnel.com/best-practices/how-important-is-marketing-to-the-corporation-after-all/comment-page-1#comment-5046 The right question: Is the client ready to optimize? Sun, 15 Nov 2009 21:42:14 +0000 http://www.widerfunnel.com/?p=786#comment-5046 [...] • Marketing has no real say within most top organizations [...] [...] • Marketing has no real say within most top organizations [...]

]]> By: Michael Zipursky http://www.widerfunnel.com/best-practices/how-important-is-marketing-to-the-corporation-after-all/comment-page-1#comment-1718 Michael Zipursky Mon, 22 Jun 2009 23:05:12 +0000 http://www.widerfunnel.com/?p=786#comment-1718 Hi Raquel, This is a great topic! In fact the companies I referred to before did often have marketing, brand and strategy related positions sitting at the board room table and in key meetings. However, for 'public filings' those positions tend not to be included. A good thing? Not really, as the article is right, it does make it seem that 'marketing' is not as important. Not having a marketing position listed in public filings doesn't necessarily mean it's not valued within the organization - at least that's been my experience with large company clients. Often 'marketing' is stuffed into other titles like VP or Operations, Senior VP Communications, etc - which definitely makes seeing through these murky waters a difficult task. Hi Raquel,

This is a great topic!

In fact the companies I referred to before did often have marketing, brand and strategy related positions sitting at the board room table and in key meetings.

However, for ‘public filings’ those positions tend not to be included. A good thing? Not really, as the article is right, it does make it seem that ‘marketing’ is not as important.

Not having a marketing position listed in public filings doesn’t necessarily mean it’s not valued within the organization – at least that’s been my experience with large company clients. Often ‘marketing’ is stuffed into other titles like VP or Operations, Senior VP Communications, etc – which definitely makes seeing through these murky waters a difficult task.

]]> By: Raquel Hirsch http://www.widerfunnel.com/best-practices/how-important-is-marketing-to-the-corporation-after-all/comment-page-1#comment-1717 Raquel Hirsch Mon, 22 Jun 2009 17:03:30 +0000 http://www.widerfunnel.com/?p=786#comment-1717 Michael, Thanks for your thoughtful comments. I agree that hiring a core team of advisors and consultants to support the marketing and PR departments indicates an understanding of the need for marketing expertise, but the question remains: why not *hire* the talent and invite them to the table along with the big boys (and girls) in Finance, IT and Operations? In the example you cite, what was holding the President back? Michael,

Thanks for your thoughtful comments.

I agree that hiring a core team of advisors and consultants to support the marketing and PR departments indicates an understanding of the need for marketing expertise, but the question remains: why not *hire* the talent and invite them to the table along with the big boys (and girls) in Finance, IT and Operations? In the example you cite, what was holding the President back?

]]> By: Michael Zipursky http://www.widerfunnel.com/best-practices/how-important-is-marketing-to-the-corporation-after-all/comment-page-1#comment-1716 Michael Zipursky Mon, 22 Jun 2009 16:48:08 +0000 http://www.widerfunnel.com/?p=786#comment-1716 "The absence of a head marketer in public filings clearly means Marketing has no real say within most top organizations (not to mention that they don’t make the big bucks)." I disagree with this to some respect. A billion dollar technology client I worked with for years had no 'marketing person' listed on financial filings or even on the executive team ... However, the President had a core team of advisors and consultants that supported the marketing and PR departments. He felt very strongly on the need for making marketing more progressive within the organization. Traditionally marketing and sales didn't have a place at the top, but just because it wasn't sitting with the brass doesn't mean that the people at the top don't value (and don't pay big bucks for) marketing acumen. This is a structure I've seen within many organizations. These presidents typically consult with the marketing and brand people before going to the big board meetings with R+D, Finance, etc. I believe that these days any executive with their head screwed on straight understands the necessity for laser sharp marketing minds within the org. “The absence of a head marketer in public filings clearly means Marketing has no real say within most top organizations (not to mention that they don’t make the big bucks).”

I disagree with this to some respect. A billion dollar technology client I worked with for years had no ‘marketing person’ listed on financial filings or even on the executive team … However, the President had a core team of advisors and consultants that supported the marketing and PR departments. He felt very strongly on the need for making marketing more progressive within the organization. Traditionally marketing and sales didn’t have a place at the top, but just because it wasn’t sitting with the brass doesn’t mean that the people at the top don’t value (and don’t pay big bucks for) marketing acumen. This is a structure I’ve seen within many organizations. These presidents typically consult with the marketing and brand people before going to the big board meetings with R+D, Finance, etc. I believe that these days any executive with their head screwed on straight understands the necessity for laser sharp marketing minds within the org.

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