Does management allow its marketing professionals to succeed?
In today’s entertaining newsletter, Steve challenges companies to evaluate how effective they allow their marketing department to be. He describes common ways that companies get in the way of their marketing department, with such titles as the “Yellow Hubcap Syndrome” and the “Halt! Who Goes There! Defense.”
Chances are, every reader will see that his company sometimes falls prey to at least one of these problems. We’d love to hear of your experiences and advice in the comments.
Read the newsletter: Does management allow its marketing professionals to succeed?
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With all due regard for interference from the C-suite, I suggest that sometimes the CEO’s question is taken by lower-downs as instruction. Why aren’t the wheels yellow is interpreted as Make the wheels yellow. I’ve lived it in media selection, creative strategy, and the list goes on.
And sometimes the guy at the cocktail party DOES have a good idea!
Hi Larry,
Yes, sometimes (often) the guy at the cocktail party has a great idea, but sometimes his idea sucks! The question isn’t whether it happens all the time, but the correlation between not having it happen and great marketing.
Great C-suiters are clear about what is direction and what is just thought-provoking.
(Shabbat shalom)