Stop treating marketing as a grudge. It's your most potent tool for growth.
You don’t do marketing because you want to. You do it because you want to grow. Marketing is a grudge. The goal is to grow. Businesses often postpone a serious investment in marketing until they can no longer grow or find that they have exhausted all their options. It becomes a case of “What do we do now”? And the answer, unfortunately, is “marketing.” But here’s the good news… Marketing, more than any other business function, should have a significant impact. Finance doesn’t make an impact—they just ensure you follow the rules. HR (or whatever it’s called these days) makes no impact. They simply keep the dam wall from bursting. Sales don’t make an impact (I said that); they harvest what’s available—picking the low-hanging fruit. Manufacturing just makes stuff. Fill orders. IT maintains your firewall and prevents you from experimenting with cloud solutions. There’s only one function that makes an impact or that can make a real one —marketing. Mar...