It sounds like a simple question, but the roles and responsibilities of a marketing team will vary vastly depending on who you are speaking to and their level of experience in engaging a marketing task.

It's easy to assume that the marketing function is the creative services element of a business, making things pretty and managing the advertising channels/expenditure. While those are the 'sexier' marketing tasks, they only represent one aspect of marketing and more importantly an aspect that is declining in comparison to the more current practices. Since the Global Financial Crisis and the loss of trust CEOs had in their fellow marketing officers, there has been a trend towards providing stronger financial alignment within marketing teams and being able to substantiate ROI with every expenditure. So whilst, brand and advertising are important elements - they no longer form the bulk of the marketing activities (even if they still consume the bulk of the budget).

In this episode, we discuss the role of marketing in when it comes to creative services and being a strategic support pillar for the rest of the business.