'Results' oriented marketing

I have seen a number of 'marketers' who are measured by activities , relegated to carrying out 'fringe' activities that are non-critical to business and usually do not have the complete picture.

Some even wail in private, that they do not have clear results to deliver to, not measured on business goals and hence feel they are not being ' recognized'!

- Do the marketers in your organisation have complete view from opportunity generation to order conversion?

- Do they know what happens to the leads they create? why some die? why some go on to become clients?

- Are they willing to be measured on revenues both from existing and new clients?

- What role do they play in mining an existing customer account?

I am surprised to see the number of people who equate marketing with glossy brochures and ads.