Let’s not beat around the bush: marketing is seriously undervalued in many companies. We see it happening all too often here too. No real marketer in-house? No problem, we just pass the work on to the office manager. “Can’t he also post something on LinkedIn?” Or there is a marketer, but in the meantime he also has to repair the printer, send birthday cards and organize the Christmas party.
And then there is a disappointed reaction when the marketing results are disappointing. Surprise? Not really. Marketing is c level contact list not invested properly within organizations, and that is where it goes wrong. Very. Very. Wrong.
The wrong start: marketing as a cost center
Why is marketing still so often seen as a luxury? An expense that you ‘just add on’ when it suits you? It’s like expecting your car to keep running without ever filling up with gas. A well-thought-out marketing strategy is what makes your business grow and flourish. It’s not a nice-to-have; it’s essential.
Yet we see that companies often push marketing down the priority list. Result? A half-hearted approach that makes b2c & b2b lead generation revenue models in 2025 one happy. Your office manager does it ‘on the side’, without expertise or focus. Or your marketer is a jack of all trades and gets completely burned out. And then just hope for impressive results? Dream on.
Also read: Radio advertising in your media mix: does it still work?
Where does it go wrong?
The problem often lies with the position of marketing within the company. Marketing is still too often seen as a sault data department that does some nice things with socials and arranges a bit of PR. And that is exactly where it goes wrong. Marketing is not an island. It should work hand in hand with sales, with the management, with everyone who plays a role in the objectives from the overarching business plan.