Perception: marketing is a “cash drain on business.”
Reality: marketing is only a cost or cash-flow drain if it isn’t done correctly.
Perception: marketing “ isn’t worth attention or effort.”
Reality: you may not use marketing as a serious business tool because you either think it doesn’t work or you haven’t learned to use it properly.
Perception: marketing is all about “making things look pretty.”
Reality: you’ve assigned low-level assistance and paltry budgets to the marketing function. Neither will impact your company’s performance.
The truth is that your company’s sales process would be a lot easier if you learned how to use marketing properly.
The problem is that most people who are running companies or have been thrust into a marketing role have not been trained for the task.
If people in that situation only read one book about marketing, this is the one to read now.