Most business leaders get marketing wrong. Not because they don’t care. Not because they’re not smart.
But because they were never really taught what marketing is—or what it takes to do it well.
If you’re a CEO, president, or business owner, you probably came up through operations, finance, or sales. You’re used to structure. To measurable outputs. You do X, you get Y.
Marketing doesn’t play by those rules.
Because marketing isn’t an efficiency function like sales, finance or ops.
Marketing is an effectiveness function.
And that difference makes all the difference.
An effectiveness function can’t be measured the same way. It requires a different mindset. It’s messy, creative, strategic, and rooted in insights. It’s about the long game. And it’s deeply misunderstood.
The Small and Midsize Business Trap
Leaders of small and midsize companies often avoid marketing altogether. They focus on sales. Hustle. Relationships. Grit. And for a while, that works.
Until it doesn’t.
At that point, they might hire a junior person—bright, eager, and affordable. But also inexperienced and unequipped to build or lead a real marketing effort.
Then frustration sets in.
They say marketing isn’t working.
They pull back.
They stall their own growth.
Here’s the reality: that junior person might be doing a lot. But they’re not set up for success.
Because real marketing—the kind that drives brand, demand, and long-term growth—requires more than a one-person show.
The Big Company Blind Spot
Now you might think this is just a small business problem. It’s not.
At big companies, marketing gets misunderstood too—but in different ways.
Leaders don’t fear marketing as much. But they still don’t fully understand it. When times get tough, the marketing budget is one of the first to be slashed. That tells you everything you need to know.
Worse, the focus often shifts to the wrong things.
- They obsess over the look of an ad or the sound of a tagline.
- They pick apart copy or visuals based on personal preference.
- They focus on what’s easy to judge—how it looks or sounds—instead of whether it works.
But great marketing isn’t just about what looks cool or clever.It’s about what resonates. What converts. What drives action.
And that starts with strategy, not aesthetics.
What Real Marketing Actually Takes
Let me break it down. Here’s what real marketing includes:
- Systematically gathered insights
Not guesswork. Not assumptions. Use your own data which can be gold and gather additional competitive insights. - Voice of the Customer interviews
Getting honest feedback and learning what matters most to your audience. Talking directly to customers, prospects, employees. Listen, learn, act based on what they say. - Right-fit market segmentation
Based on demographics, psychographics, firmographics, and behavior—not just geography or job title. - Positioning and messaging
Clarifying how you’re different and why it matters. Across every touchpoint. - Channel strategy
Not just doing “all the things,” but choosing the right places to show up and say the right thing. - Pricing and packaging strategy
Where marketing meets margin. It matters more than most realize. - Creative execution
Yes, it has to look good. But that comes last, not first.
Marketing works when it’s treated like a business system—not a last-minute push to “get leads” or “look better.”
A Real-World Example
I once had a CEO of a $15M in annual revenue company tell me marketing wasn’t working. They’d hired a recent college grad and put the entire function on their shoulders. That person was doing their best—but didn’t have the experience or support to succeed.
The CEO was frustrated. Ready to give up.
I sent him a detailed breakdown of what marketing actually entails, what someone in the junior person’s role could do, and where they needed strategic help.
When he finished reading, he said, “That’s the best explanation of marketing I’ve ever seen.”
Not because it was flashy. But because it was clear. Honest. Real.
Here’s the Truth
Marketing is not a cost center. It’s a growth engine.
But only when leaders understand it.
When you treat it like a process—not a project.
When you staff it and support it appropriately.
When you prioritize strategy and insight over speed and aesthetics.
So stop guessing.
Stop fearing.
Start learning what marketing really is.
Because when you do, your business grows. Your brand grows. Your people grow.