http://www.b2binternational.com/b2b-blog/2010/03/03/marketing-strategies-vs-marketing-tactics/ Mon, 09 Apr 2012 14:53:48 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.b2binternational.com/b2b-blog/2010/03/03/marketing-strategies-vs-marketing-tactics/comment-page-1/#comment-60675 Curt Tue, 30 Mar 2010 14:39:30 +0000 http://www.b2binternational.com/b2b-blog/?p=1405#comment-60675 Although splitting a marketing department in two is a great theoretical concept, it will take management with vision and who really understand and value strategy to adopt this. It pains me to say this, but experience has taught me that senior management at many B2B companies doesn't have a full appreciation for strategy. The litmus test is in how marketing budgets are allocated. They are most often designed to support products and marketing departments are shrinking, not expanding. Oh if I could just wave a magic wand and have the C-Suite understand, appreciate and internalize the timeless wisdom of Peter Drucker when he states "The aim of marketing is to make selling unnecessary.” Of coarse, I can't so Aiming High is the next best thing for all marketers to embrace. Although splitting a marketing department in two is a great theoretical concept, it will take management with vision and who really understand and value strategy to adopt this. It pains me to say this, but experience has taught me that senior management at many B2B companies doesn’t have a full appreciation for strategy. The litmus test is in how marketing budgets are allocated. They are most often designed to support products and marketing departments are shrinking, not expanding.
Oh if I could just wave a magic wand and have the C-Suite understand, appreciate and internalize the timeless wisdom of Peter Drucker when he states “The aim of marketing is to make selling unnecessary.” Of coarse, I can’t so Aiming High is the next best thing for all marketers to embrace.

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