Marketing-As-Management Is A Great Way To Kill A Company
There is a fundamental personality clash within business that, if allowed to fester, will destroy a company. It's the Producer personality, as found in IT, versus the Relator personality, as found in marketing. Never mix the two or you'll discover trouble.
IT Producer personalities find the Relator marketing folks to be annoying and out of touch with their version of 'reality'. They'd just as soon not have to deal with them, but they grudgingly will.
However, Relator marketing personalities will not tolerate IT Producer personalities whatsoever and will go out of their way to UNDERMINE them and destroy their work as well as the people themselves. If Relator marketing personalities are put in charge of a company, the creativity and innovation will rapidly come to a screeching halt. The IT Producer personalities will become demoralized, justifiably paranoid and will QUIT the company in order to retain a semblance of personal sanity. I've been there, done that, left the company.
Apple Inc. after Sculley took over. Notice how he alienated Producer personality Steve Jobs and inspired him to quit Apple. Notice how Apple immediately got back on course when their Marketing-As-Management was tossed out and Steve Jobs returned.
I personally watched this happen at Eastman Kodak. Not pretty. It drove me nuts while I was there. Kodak never recovered. Instead they went to pieces.
The same thing is happening at Sony right now. They have a Marketing-As-Management CEO and the prospects are dire.
Summary: Keep marketing folks doing marketing. If they move up into company management, run for your life. Sell your stock. Find an entrepreneurial company for a new and better job.