Welcome To The B2B Marketing Renaissance
This was written a long time ago — a few years before I embarked on my long career as a B2B marketer. I can attest that for most of that long career, I didn’t feel like the most important part of my company — and I know that’s the same for many of my compatriot marketers. Sales, engineering, or product was the corporate hero and power base; marketing was a support function, a cost center. It got so bad that David Packard once famously opined that “Marketing is too important to be left to the marketing department.” Well, I think Mr. Drucker was right about marketing’s potential, and Mr. Packard was right about marketing’s purpose, function, and role.