The marketing department

That’s the first part of the confusion. It’s a group of people who can’t decide what the thing they do is supposed to be.

Is it:



Increasing retail distribution

Direct and measured response


Making the logo pretty

Wholesale and trade relationships

Maintaining the status quo and not screwing up

Keeping the website running


Creating network effects

Community engagement


Listening hard to market desires

Customer service

Customer delight

Quality metrics

Mass market promotion

Branding (whatever that is)

And seven other things we could name and argue about…

If people are confused about what they do, perhaps that’s why it’s hard to move forward. What’s this meeting for? How do we know we’re working on the right things? What’s important?

Call it what it is. Say what it’s for. Describe what you do.

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