Sometimes marketing is a compromise. That’s okay— marketing needs good feedback from the team and trusted third-parties, but the responsibility for marketing is with the marketing team to ensure messaging is clear, simple and appropriately compelling to motivate the target audience and drive sales.

It’s easy for some parts of the organization to dismiss marketing as the “graphics people” who spiff up PowerPoints, post things on social and organize events. Marketing also partners with sales for targeting strategic accounts, fully-impactful collateral and associated analytics. Don’t let anyone tell you marketing is just a cost center. Marketing is the best sales enablement and sales driving part of the organization outside of sales itself. Done well, marketing produces great collateral, elevates the brand to new heights, produces award-winning events, white papers and generates highly sought-out vetted and warm sales leads.