The marketing image problem

If you’ve done everything with enthusiasm and inspiration, found the customer insights that will make a difference to your business and begun to use new media techniques that turn your consumers into brand advocates, there is still one stumbling block. The chances are that there are likely to be people in your organization who dismiss you and your department as “the marketing guys” who live in a world removed from some of the basic business rules that govern other parts of the business.

Your Marketing image problem is nothing but a lack of ability to demonstrate accountability and to prove a steady return on investment for your activities. Your first accountability goes to the business, then to your customer and then to the environment around you. If you take the time to market yourself and your department correctly, you can win over the skeptics, stimulate closer cooperation with other departments and help break down the silos which get in the way of ‘delighting’ the customer – Marketing’s prime objective.
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