" As a Marketer (specifically a Digital Marketer) your job is not to prove the operational or fulfillment side of your company wrong by providing so much activity it proves fundamental flaws in the systems, but rather to ensure the activity you are creating is educated, nurtured and that the internal operational systems are in place to support the operational side of your organization so that it can quickly pivot and learn from the data your activity creates.



A marketer has to be able to market externally, but also systematically utilize that data to change strategies when and if needed internally. How and what to do with the activity's data is a responsibility that falls with production\fulfillment AND marketing\sales.



"I brought you 1,000 inbound leads it's not my fault we couldn't fulfill them" is no longer acceptable. "

― , Socialize Your Small Business: Internet Marketing For Small Business