Latest News: Technology |  Celebrity |  Movies |  Apple |  Cars |  Business |  Sports |  TV Shows |  Geek


Filed under: News


Are Your Non-Marketing Departments Making These Common Marketing Mistakes?

Jan 15 2014, 3:21pm CST | by

10 Updates
Are Your Non-Marketing Departments Making These Common Marketing Mistakes?
Photo Credit: Forbes


Full Story

Are Your Non-Marketing Departments Making These Common Marketing Mistakes?

Could your company’s non-marketing departments be negatively impacting your marketing efforts?

The answer is yes.

Most employees perform tasks that, on their face, don’t relate to marketing, but still impact marketing efforts. From the chief executive to the minimum-wage shipping assistant, every staff member has the power to affect your brand — the brand so carefully developed and promoted by your marketing department. It’s what prompted me to write the article, “How Are Your Employees Marketing You?”

There are also many marketing opportunities that non-marketing departments often fail to take advantage of. By becoming familiar with common marketing mistakes made by non-marketing departments, you can develop a stronger cross-departmental marketing strategy, and ensure that your brand is protected by your entire staff.

Mistake #1: Leaving Data on the Table

One of the most common marketing mistakes made by non-marketing departments is failing to ask new customers how they heard about your business.

In its essence, marketing is the concerted effort to attract new customers and to keep existing customers coming back for more. This core goal makes it crucial for every business to track which marketing channels are delivering results.

If your sales department, for example, receives a call from a potential new customer, your sales representative should ask where that caller heard about your company. Otherwise, your rep is leaving valuable marketing data on the table.

Mistake #2: Failing to Facilitate Cross-Departmental Communication

This marketing mistake often goes hand in hand with Mistake #1. All departments must be equipped to exchange relevant information among one another. Failing to establish proper communication protocols between the marketing department and other departments (especially sales) can lead to inconsistent branding, inefficient customer service, and a generally scattered marketing strategy.

For years, businesses have struggled with the overlapping responsibilities of their separate sales and marketing departments, and every business needs to reconcile that tug-of-war according to their unique business needs. However, you can significantly reduce any cross-departmental friction or inefficiencies by establishing clear processes for the continuous two-way exchange of information between departments. When a new customer shares where he/she heard about your business, that information should be systematically passed along to the department(s) that need to know.

Mistake #3: Leaving IT Out Of Marketing

The new era of “big data” is largely the result of advanced technological capabilities in data analysis and networking, as a well as a workforce generally well-versed in computers. Data, however, is only as useful as your business allows it to be.

So, Mistake #3 is setting up your company’s IT infrastructure without considering the marketing department’s need for free-flowing company data. Although some business intelligence can certainly be exchanged via cross-departmental communication protocols, most modern businesses generate a treasure trove of useful, digital intelligence that is stored in databases, PCs, and other networked devices. This information needs to be electronically accessible.

If your marketing department is able to access and then efficiently analyze your company data, marketing strategies can be better optimized to increase ROI and ultimately improve your bottom line.

In order to make this happen, your IT engineer must be told that you want it to happen. One of the highest priorities for any IT manager is securing company data, and consequently, data accessibility is a low priority. It may take a new business intelligence system and/or a little IT creativity to implement a secure, yet employee-accessible database, but if you do, your marketing efforts might just prove that accessibility is worth the investment.

Mistake #4: Isolating SEO Efforts to the Marketing Department

Let’s take a break from communication mistakes to look at a common marketing mistake made by HR departments. With the development of online job boards and the LinkedIn boom, HR employees have been forced to become online marketers themselves, but many HR departments have yet to formally recognize the need to consistently apply online marketing strategies. If your HR staff isn’t familiar with search engine optimization (SEO), it’s time for them to learn.

Although SEO can get complicated, your HR department can easily benefit from the basics. When writing an online job ad, for example, the department can improve reach and increase the number of qualified applicants by employing simple SEO best practices, such as using relevant keywords and including links to optimized landing pages. All it takes to implement SEO in HR is basic SEO training and a conscious effort to be SEO savvy.

Mistake #5: Forgetting About the Brand

Arguably the most detrimental marketing mistake commonly made by non-marketing departments is forgetting to enact the company’s brand, or worse, not understanding what your brand is. Your brand is your company’s image. It is also the creative product of your marketing department, and the brand’s core message is enacted, or not, by your entire staff.

Many businesses do often stress the importance of respecting and maintaining company culture, and while this is important, it’s not enough. Company culture is merely a promise made to your staff. Your brand, on the other hand, is the promise you’ve made to your customers, and your entire company must uphold that overarching promise.

If your company’s main unique value proposition (UVP) is providing personalized customer service, then every staff member in each department should perform their tasks with that promise in mind. It’s one thing for your marketing department to tell customers that your business does something outstanding. It’s another for the company to back up that claim by actually doing it.

To learn more about proper branding, see my article The Top 7 Characteristics Of Successful Brands.


There are plenty of other marketing mistakes that non-marketing departments make, so if you want to make the most of your marketing efforts, be sure to look at marketing as a cross-departmental strategy. Nothing can give your business a better image quite like the staff members who run it.

Image credit: (public domain)


iPad Air Giveaway. Win a free iPad Air.

You Might Also Like


Sponsored Update

Update: 10

4 Firms In Iskandar Malaysia Get Facilitation Fund Totalling RM16.2 Million

Source: Malaysia Today

(Bernama) – Four companies have received the facilitation fund amounting to RM16.2 million from TERAJU@Iskandar Malaysia in an information sharing programme on business opportunities and assistance for the small and ...
Source: Malaysia Today   Full article at: Malaysia Today 1 week ago, 7:42am CDT


Update: 9

Selangor’s Watergate about to explode

Source: Malaysia Today

Anwar brought Wan Azmi to meet Khalid to try to resolve this matter. Anwar supports the RM2.5 billion claim but Khalid is stubbornly sticking to the figur ...
Source: Malaysia Today   Full article at: Malaysia Today Jul 23 2014, 4:12am CDT

More From the Web

Update: 8

GLCs told to provide RM7 billion to develop Bumiputera firms

Source: Malaysia Today

(The Malaysian Insider) – Putrajaya has directed government-linked companies (GLC) to generate RM7 billion in business opportunities for Bumiputera firms this year, Prime Minister Prime M ...
Source: Malaysia Today   Full article at: Malaysia Today Jul 17 2014, 2:05am CDT

Update: 7

Rafizi shows proof of Putrajaya’s hand in contentious carpet-trader loan

Source: Malaysia Today

Eileen Ng, The Malaysian Insider PKR lawmaker Rafizi Ramli today revealed documents to prove Putrajaya interfered in the RM32 million Bank Rakyat loan to ‎controversial businessman Deepak Jaikishan. Rafizi (pic)... READ ...
Source: Malaysia Today   Full article at: Malaysia Today Jul 16 2014, 2:16am CDT

Update: 6

PAS MP claims Bank Rakyat loaned carpet-trader RM215m, interest free

Source: Malaysia Today

(Malay Mail Online) – Controversial businessman Deepak Jaikishan (pic) was given a whopping RM215 million interest-free loan from state-owned Bank Rakyat, a PAS lawmaker alleged today, despite Putraj ...
Source: Malaysia Today   Full article at: Malaysia Today Jul 14 2014, 5:52am CDT

Update: 5

MRCB, Nusa Gapurna and PKNS settle suit over RM3 billion PJ Sentral project

Source: Malaysia Today

(The Malaysian Insider) – Malaysian Resources Corp Bhd (MRCB), Nusa Gapurna Development Sdn Bhd (NGD) and PKNS Holdings Sdn Bhd have reached an out-of-court settlement over the ownership of the. ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 21 2014, 2:53am CDT

Update: 4

Story behind Syed Mokhtar’s ‘RM2.25 billion tax-exempt’ Bernas deal revealed, says PKR MP

Source: Malaysia Today

(The Malaysian Insider) – An innocuous written reply in Parliament has provided a peek into the cosy relationship between the Najib administration and Malaysia’s best-known businessman, Tan Sri Syed Mokhtar... READ M ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 15 2014, 12:56pm CDT

Update: 3

Constitutional monarchy still murky concept

Source: Malaysia Today

After the RM4.5 billion land sale, the Sultan of Johor secured a 15% stake in MOL Access Portal (MOL) for RM396 million and took a 20% stake in Ber ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 14 2014, 12:37am CDT

Update: 2

Sultan of Johor’s RM4.5 bil backlash?

Source: Malaysia Today

Has Sultan Ibrahim of Johor’s succession of big money deals over the last six months caused the tide of public opinion to turn against Johor’s royal palace? KiniBiz exam ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 11 2014, 8:49am CDT

Update: 1

Putrajaya denies carpet dealer given interest-free loan

Source: Malaysia Today

Eileen Ng, The Malaysian Insider Putrajaya today refuted allegations that Bank Rakyat had allowed carpet dealer Deepak Jaikishan to repay a RM32 million loan without interest following intervention from a... ...
Source: Malaysia Today   Full article at: Malaysia Today Jun 11 2014, 5:44am CDT

Shopping Deals


<a href="/latest_stories/all/all/31" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.




blog comments powered by Disqus

Latest stories

Gilt Smartwatch unveiled Powered by HP and Designed by Michael Bastian
Gilt Smartwatch unveiled Powered by HP and Designed by Michael Bastian
Members only shopping announced the their own Smartwatch coming this fall.
Brian Williams announces Daughter&#039;s Role in Peter Pan Live
Brian Williams announces Daughter's Role in Peter Pan Live
This is very cute. News anchor Brian Williams announces that his daughter Allison Williams is playing Peter Pan in the NBC Christmas production Peter Pan Live. Watch the news segment below.
iPhone 6 Launch is now Rumored for October 14
iPhone 6 Launch is now Rumored for October 14
New rumor says that Apple will launch iPhone 6 not in September but in October. Why would they do that?
iPad Air 2 Giveaway
iPad Air 2 Giveaway
I4U News is celebrating summer with an iPad Air Giveaway. Claim your chances now to win a free iPad Air 2 - a $499 value. Enter the I4U News iPad Air 2 Giveaway now below.

About the Geek Mind

The “geek mind” is concerned with more than just the latest iPhone rumors, or which company will win the gaming console wars. I4U is concerned with more than just the latest photo shoot or other celebrity gossip.

The “geek mind” is concerned with life, in all its different forms and facets. The geek mind wants to know about societal and financial issues, both abroad and at home. If a Fortune 500 decides to raise their minimum wage, or any high priority news, the geek mind wants to know. The geek mind wants to know the top teams in the National Football League, or who’s likely to win the NBA Finals this coming year. The geek mind wants to know who the hottest new models are, or whether the newest blockbuster movie is worth seeing. The geek mind wants to know. The geek mind wants—needs—knowledge.

Read more about The Geek Mind.