I’ve experienced marketing departments at a variety of companies. I’ve also watched the marketing departments at companies that friends and family have worked at.
I’m starting to think that unless the product is ground breaking and sells itself, marketing is the most important part of a business.
Even when the product sells itself, marketing needs to be able to stay out of the way.
At CompanyA the product was great. I don’t think that’s what made the company successful. The marketing department was ruthless. I’ve never seen a hungrier set of marketeers. They’re the type of people I want to work with when I get back into the work force.
At CompanyB the product was good. As far as I could tell, marketing was hopelessly inept. They never figured out who to sell to or what exactly to sell. At one point a threshold was met requiring the client to pay us more. The client complained and we meekly agreed not to charge them. Lame.
At CompanyC the product was average… basically, providing consulting services. Marketing would sell to anyone and everyone. Before observing this, I would’ve thought this was great. Lots of sales equals success. Now I know better. The small, rinky-dink sales don’t make money. They cost money. First, some of them actually cost more resources than they are worth. Second, and more importantly, it prevents employees from working on juicier contracts.
Live and learn. Live and learn. I just wish I learned quicker.