Driven by…

Marketing Driven or Sales Driven.

The former sounds better when people ask but the true majority is made up of the latter.

It takes true courage to allow marketing to drive your business because it means you’re willing to say no; a fundamental process in growing a brand. There is nothing wrong with a sales-driven company, but there is something wrong with being delusional about what you are. If you are sales driven, you want sales and you are not willing to create any discipline that would result in no longer pursuing a sale. Better to be honest than not. Understand however, in consumer goods as well as technology, getting to the next tier of customer is difficult without marketing driving the car. Each of these formulate decision making, hiring, culture, business practices and disciplines.

Lying to yourself with either one will only result in a loss of identity. Even sales-driven companies can’t exist without those.

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