As an experienced business professional, you have likely worked for multiple organizations. Do you remember your opinion of the marketing department? Were marketing professionals an integral part of the firm in the same way as operations, finance and human resources? Did marketing team members hold seats at executive tables?
Unfortunately, the marketing department in many companies is often thought of as pure overhead and is a bit of an afterthought when it comes to being included in serious business decisions. I've seen it firsthand during my career and it's unfortunate and frustrating!! A world class marketing department has the potential to transform companies and drive strategic goals.
But more often than not, marketing departments live up to the low expectations that are placed on them and fail to deliver results. The big question is, why? From discussions with senior executives, fellow marketing professionals and my own observations, here are some of the top reasons marketing departments fail: