MOS - Believe It or Not

From: <name removed> [mailto:<e-mail address removed>] 
Sent: Friday, December 23, 2011 2:30 PM
To: <e-mail address removed>
Subject: I could use a little help from a friend!


<Mark>, I now know firsthand why you retired as CMO of <company>! 

Once again marketing is taking the heat for the company's lack of performance.  
Leadership says our messaging and positioning is confusing and sounds like 
everybody else's.  Hello...  they were the ones that said we had to run with the 
leader in the industry.  Sales says our brochures, case studies, and ROI tools 
are useless and that they would rather have monies to offer sales incentives.  
Hello again..  they were the ones that said we needed proof in order to sell our 
stuff.

I don't get it!  I treated all of them as my customers.  I did what they asked.  
My team worked hard and delivered.  Yet, at the end of the day, they say my team 
did not get the job done.  Once again, between a rock and a rock.  No recognition 
for how hard my team has been working and no recognition that leadership and sales 
worked with me to create the plan my team worked all year to deliver.

As predictable as the sun rising and falling, I just caught wind that leadership 
is questioning the value of marketing and my role going forward.  Perfect, replace 
the soldiers, keep the generals!  Why should I be surprised?  You said "it comes 
with the title."   You said, "when times are good, marketing gets credit for 
providing value.  When time are tough marketing gets immediately labeled as an 
overhead cost." 

Clearly what WE did is not working!  As my longtime mentor, please tell me the 
company has been here before!.  HAS IT?

You made it crystal clear when I was promoted to CMO as your replacement that I 
would have to be prepared to be the fall guy.  Well, it looks like its my turn!  

Any advice would be greatly appreciated...