At ViewForward we believe that marketing is a complex strategic capability.
"Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise."
- Peter Drucker
Contrary to Drucker's view, for many businesses marketing is not much broader than selling. In many cases it has become synonymous with communications, advertising, promotion, and to a large extent social media, mostly with top-line growth (selling) as the primary goal.
Some of the issues we address in this practice area include:
- What is the current scope of marketing in your business? Why?
- What does the marketing function/department do?
- What do others do?
- What business processes are involved?
- Does marketing support your business strategy?
- What would be the ideal scope of marketing for your business?
- What benefits could be realized by changing the scope? How? Why?