I want to make a claim. I think that many marketing people are simply project managers and administrators rather than business entrepreneurs.
Part of the reason for this lies in two tendencies.
1. Being given communications tasks of any sort from adverts to branding. The aim is to sell what the firm has not generate new value propositions and business models. This is actually a passive rather than proactive role.
2. Being trained in marketing analysis and decision making on conventional business school courses. Where collection of facts and describing ‘what’ matters rather than speculating on ‘so what’ and ‘now what’.
Here are two definitions:
Workers are those who provide support to a company. This support might include general office management, answering phones, speaking with clients, assisting an employer, clerical work (including maintaining records and entering data), or a variety of other tasks
The entrepreneur is commonly seen as an innovator, a source of new ideas, goods, services and business/or procedures. Entrepreneurs play a key role in any economy. These are the people who have the skills and initiative necessary to anticipate current and future needs and bring good new ideas to market
What this means is that marketing people are deemed by the C-suite to be useful but lacking in commercial teeth and risk taking behaviour.
If you are a marketing professional you need to understand and be able to create and capture value. You need to generate commercially credible value propositions not indulge in emotional purpose and identity crafting as a goal in itself AND design competitive business models that blend value, relationships, channels and revenue making.
Learn how to create value propositions here
Improve your marketing here