Maybe You Should Restructure the Marketing Department

VengresoContent for Sales Maybe You Should Restructure the Marketing Department

Maybe You Should Restructure the Marketing Department

Marketing is Not a Department

I’ll get right to the point. Successful companies don’t just have a marketing department. They have a marketing culture that permeates the entire company.

If you’re reading this and you’re already thinking you want your boss to read this, you’re on the right track. For any “non-believers” that marketing is a culture and not a department consider this analogy.

You’re rowing a boat downstream. It’s you and two of your “assistants” rowing downstream. You’re cruising along at what you consider to be an acceptable pace. All of a sudden another boat passes you by at such an impressive speed, you can almost jump their wake. How did they do it? It’s simple. They had 20 people rowing. Then, another row boat with 50 people in it fly past you. Then, another with 100 people rowing zoom past you. You look around at your two assistants with a feeling of helplessness. There’s just no way 3 of you can row your boat as fast as these other boats. You think about all the people who could have joined you, but they didn’t. Why not? Because they don’t see “rowing the boat” as part of their job.

The most successful companies have most or all the people in their company “rowing the boat.” It’s a simple matter of physics in rowing a boat. When it comes to successful inbound marketing, getting the company’s resources to participate doesn’t have to be a big burden on them. Getting their marketing contributions may include writing articles for your company blog. What about all those white papers you produce? Wouldn’t it be terrific if more people shared those white papers or presentations through their Twitter and Facebook accounts? What if all employees were active on LinkedIn connecting with other professionals in relevant groups and contributing valuable insights and answering Questions (via LinkedIn Answers)?

The point is that your company probably has many talented people. If the marketing department is the only aspect of the company communicating how smart your company is, they are like those three rowers in a boat. They need more people rowing with them.

Some of the companies that come to mind who are excellent examples of a successful marketing culture are:


Mike Volpe is V.P. of Inbound Marketing. He has the benefit of over 300 employees contributing to their marketing efforts through content producing and sharing.


Rick Short is Marcom Director. He has the benefit of more than 70 engineers writing blog content. The’ve all been inspired by him.


Tony Hseih is the CEO. He leads by example. His 1000 + employees are very visible online and in their local community all focused on one thing: delivering happiness to their customers.

Restructure your marketing department from a department of a few people. Expand it with a marketing culture embraced by every employee. And, watch what happens.

Bernie Borges

Bernie Borges is Co-founder and Chief Customer Officer of Vengreso, the leader in digital sales transformation. He's also the host of the award-winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a speaker and voice over talent. He has a passion for aligning marketing, sales, and customer success for great customer outcomes and sustained revenue results. Bernie is a fitness buff and enjoys kayaking with his family in Tampa Bay.

  • You got my attention with the first line! Having worked in 'marketing and sales,' intrinsically knowing the true 'sales force' was much larger than most were willing to recognize, it is always clear to see teamwork and support is key to success — call it what they will. Great case studies, showing the power of having an integrated effort — likeminded and involved.

    • FindandConvert

      Hi Becky,
      Yes, there's nothing like one big cohesive team working together in a business. It sure beats "rowing alone!" 😉
      Thanks for your comment.

  • @findandconvert, your rowing analogy about a marketing culture is fantastic!

  • You should quit smoking read about the effects.

  • Wow that was odd. I just wrote an very long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Regardless, just wanted to say excellent blog!

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