I believe there are three attitudes that define the marketing culture of a firm:
- "Marketing is not what we need." - In other words, the leadership of the firm really has no understanding of what marketing is even if much of how they find clients might be considered "marketing".
- "We need marketing and here is what marketing should do." - In other words, the leadership of the firm has already formed their own agenda about what to do and they would just like someone available to execute.
- "We would like a marketer to help us know what to do." - In other words, the leadership of the firm is ready to listen to ideas. They may not go along but are willing to ask for help.
I actually believe there is a place in the market for every firm no matter the marketing culture. But I am convinced the firms that are still viable in five years will be, or become, #3's.