Marketing is too important to be the responsibility of just the marketing department.

When marketing becomes the company’s job, you align around a target market and speak with one voice - across product, operations, and communication.

When everyone in your company listens to the desires, needs, and wants of your target market, you act as one. And when these needs and wants get translated into a plan or business model that everyone follows, all of the pieces of your company act in unison. You end up consistently communicating with your customers: reinforcing who you are, what you believe in, and how you are different—whether it is in the design of your product, what your store or office looks like, your customer service policies, or how
you advertise.