Symptom: The marketing function is not sufficiently effective.
The organization must let its clients know about its products and their strategic value. This is a marketing communications challenge, i.e., speaking "one to many."
For internal staff functions, this doesn't mean pushing products on clients to maximize corporate expenses! It means teaching customers what's possible with the strategic use of your products.
In the other direction, the organization should be continually listening to its clients to learn how it can better serve them. Answering questions about what large groups of clients think is a market research function.
To ensure that these marketing services occur, someone in the organization must be tasked with both marketing communication and market research. Together, these comprise the "Marketing" function.
