“Marketers are key strategic assets to any company’s bottom line. But executives and other key players frequently fail to see the connection between marketing and revenue, and oftentimes instead of seeing marketers as true strategic partners, these C-level execs see them just as a tool for building awareness for their products and services. The result? Marketers are underutilized and companies miss out on the maximum ROI from their human capital.”

How do you over come these problems?

Manage Smarter has a great post about the Top 10 Marketing Mistakes. I will summarize the list here, but for more in depth understanding, you should look at their site.

1. Handing off leads to sales—and then forgetting about them.
2. Failing to speak the language of business.
3. Using metrics that don’t matter to top management.
4. Living in the marketing silo.
5. Using ad-hoc marketing processes.
6. Letting R&D shoulder all the risk.
7. Ignoring your company’s business model.
8. Swallowing fads without gauging their potential.
9. Failing to market marketing inside your organization.
10. Failing to be a cash-flow leader.

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Corey Smith is the Vice President of Innovation at Fisher’s Document Systems where he maintains a blog on business and technology.

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