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The Benefits of Making the Marketing Department Part of Your Team

  • July 2022
  • Number of views: 2260
  • Article rating: 5.0

Anja Leipold
MENZEL Elektromotoren GmbH
Marketing and Industry Awareness Committee Member

Sales and marketing departments often work alongside each other instead of performing as a team. If marketers and salespeople don't pull together, your company will never exploit its full potential. Many B2B industrial companies suffer from an old problem; there is hardly any acceptance, appreciation and support for their own marketing department. Marketing departments are often seen as money-guzzling machines, pure sales supporters, or PowerPoint nerds. “Could you just make a quick PowerPoint presentation on that?” or “Could you quickly post this online?” “How much work can that be?” These are comments frequently made to marketing professionals.

There is a lack of understanding of why marketing is firstly so important and secondly a complex and time-consuming area. Marketing is unfortunately rarely perceived as a specialist department. In addition, B2B marketing in small and medium-sized enterprises is often a one-person show (i.e., one single person takes care of all communication and marketing issues for the entire company). These circumstances have a negative impact on the performance of your marketing and finally on the motivation of your marketing experts. The consequence is that your competitors will pass you by if your marketing specialist is not supported, and that will harm the entire company. But why do marketing departments in B2B companies often have such a hard time? Where does this internal conflict between sales and marketing and lack of support come from?

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