Stop using your marketing department as a dumping ground…
In speaking with many marketing executives in recent weeks it became apparent that many companies are still using their marketing department as a dumping ground for people who are no longer fit for other jobs – sales people who no longer want to sell, developers who cannot code anymore, or customer service people who are tired of hearing complaints.
I thought that this behavior had disappeared in the late 80’s or early 90’s, when many companies started to realize that marketing was actually one of the most strategic things a company could do – apparently not.
If you don’t staff your marketing department with the best possible people, then how can you expect them to deliver? You might as well get rid of it all together…
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