What does the marketing department do?

Marketing departments are responsible for generating awareness of the company's products or services, creating demand, and supporting sales in acquiring and retaining customers. Core functions include:

Key Responsibilities

• Brand building: Developing and maintaining brand identity and positioning
• Demand generation: Creating campaigns that generate qualified leads
• Content creation: Producing materials that educate and engage prospects
• Sales enablement: Providing tools, collateral, and insights to help sales teams close deals
• Customer marketing: Driving retention, upsells, and advocacy
• Analytics: Measuring performance and optimizing ROI across channels

In B2B, marketing works closely with sales to identify target accounts, nurture prospects, and accelerate deals through the pipeline.