Marketing is Everyone's Business

As a Little Leaguer, my favorite position was Centerfield. I loved to mimic basket catches and peg runners rounding second base and heading for third just like my idol, Hall of Famer Willie Mays. But I didn’t realize the important role played by the Centerfielder until my dad—who also happened to be my coach—explained that the position was the only one in baseball that was involved in every play. “Be on your toes,” he warned, “because it’s named Center for a reason.”

At first, I was skeptical of Pop’s analysis. But then he enlightened me with the details. He explained that the Centerfielder is not only responsible for balls hit to his field but also for backing up other outfielders and infielders. And the Centerfielder must also be vigilant for wild throws by the pitcher, the catcher and infielders. After saving several runs by backing up erratic throws by other players, I recognized that Dad was right, that the Centerfielder was central to every play, even if he was not directly involved in it.

Marketing is to a business as the Centerfielder is to a baseball team. Even though the word marketing may not show up on your department’s org chart, it should permeate the decisions that you and everyone else in your company make each day. Operations, Finance, Planning, Legal, Procurement, Sales—you name it; marketing plays a critical role as the voice of your customer—your company’s conscience. Marketing keeps your company honest. Without a marketing focus (translate customer focus) at every level, your business can quickly turn inward, become overconfident, secretive and outwardly arrogant.

If your company doesn’t have a marketing focus at every level, you need to re-think your org chart. If you are “in marketing,” be sure that your colleagues in other parts of the company have a marketing focus too. Collaborate on projects to learn more about what they do and to share what you do. If you don’t work “in marketing,” acquire a marketing mindset by learning more about it through training programs and by collaborating with your marketing colleagues. Then introduce the marketing mindset into your organization at every level.

Marketing is more than just a department in a company. It is a state of mind for everyone in the organization.