Tuesday, July 17, 2007

Integrated? Strategic?? Why Marketing Needs New Lingo

Ah, yes... the promise and vision of integrated marketing. But, what does that really mean?

Marketers long for a seat at the decision-making table in companies, but in many firms Marketing maintains its low-stature position as "mouthpiece" and "cost center" that contributes little to the enterprise strategy. Often settling into reactive, chaotic, dysfunctional work environments where Marketers operate more like order takers at McDonalds than real change facilitators and customer response representatives.

How many Marketers are really happy in their positions today? Do companies listen to outside Marketing consultants more than their in-house staff? Are these consulting positions "safer" from a career-choice perspective and do they foster a more collaborative team environment focused on real company growth and ROI?

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