As business leaders, when we look at our organization we should be able to immediately explain how each department contributes to our successes or failures.
We know that HR is in charge of the talent and corporate policies that keep us afloat. Accounting measures, processes and communicates our financial information. Most often the largest pressure falls onto sales. They are in charge of bringing in the profits after all.
But then there is marketing, which can act more like a money pit for a company if not utilizied correctly. They are creative. They Tweet their little hearts out and write excellent blogs (such as this one). Heck, maybe they are even in charge of picking the proper flower arrangements for your next big event. If this is how a company’s leadership views marketing, it is their own fault.