There is an old adage that Marketing is too important to be left to the Marketing Department.

I see too often situations where the Managing Director decides that he wants to ‘do a bit of marketing’.  A relatively junior person is brought in typically to ‘do the marketing’ who has the enthusiasm but not the authority.  The MD is really more interested in running the business (or even working ‘on the tools) and doesn’t show enough interest in marketing-he/she just wants to see the results.  This situation is almost certainly doomed to failure.

Marketing is a Management Process and snr management need to take full responsibility and ownership of marketing within the business!