During the holidays, I met with a client , let’s just call him Mr. Tsuro , who runs Gudo Land Developers, a small but promising land development company. My mission was clear: conduct sales consultancy and find out why the company’s revenue was flatter than a pancake left out in the sun.
The company is lean in structure, a few key staff, a couple of salespeople, and one marketing manager, Luke (not his real name). Luke had been on the job for 10 months, running the marketing department and overseeing sales. On paper, this looked like a good setup. In reality? Not so much.
The Conversation That Changed Everything
As we sat down to discuss the numbers, Mr. Tsuro leaned in and said, “My marketing manager is useless.”
I blinked. That’s a bold statement for a boss to make, especially about someone in such a critical role. I thought, “Maybe that’s too harsh. Perhaps Luke just needs some training and clearer targets.”
Then Mr. Tsuro pulled out his phone. “Let me send you a recording of our last conversation,” he said.
I pressed play.
Mr. Tsuro: “Luke, we haven’t made a single sale since November last year.” Luke (proudly): “Yes, but the company is now known.” Mr. Tsuro: “Do we eat comments and likes? Does fame pay salaries? Will the bank accept ‘brand awareness’ instead of a mortgage payment?” Luke: “My job is just to support the company.”
I paused the recording. Surely this was a prank? But no, Luke was dead serious.
When Marketing Becomes Mis-marketing
Luke’s problem wasn’t laziness; it was a complete misunderstanding of what marketing is supposed to do. He thought marketing meant being visible, even if that visibility wasn’t leading to sales. This is the business equivalent of an Instagram influencer who has a million followers but can’t afford Wi-Fi.
Yes, awareness is important. Yes, people need to know your name. But if they know your name and still don’t buy from you, all you have is fame without fortune. As Mr. Tsuro said:
“Being famous without money doesn’t pay bills.”
The Real Job of a Marketing Manager
A marketing manager’s role isn’t to be a cheerleader who just waves the company flag. It’s to make sure the flag is flying over customers who are buying. That means:
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Build the brand – Get people to know and trust the company.
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Generate leads – Create interest and inquiries from potential buyers.
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Support sales – Equip the sales team with campaigns, tools, and promotions that help close deals.
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Drive growth – Every marketing activity should have a clear path to revenue.
If a marketing manager is only focused on “making the brand known” without connecting that awareness to actual revenue, they’re not in marketing, they’re in public relations. And PR without sales is just a hobby.
Why This Matters for Entrepreneurs
Many small businesses make the same mistake. They hire someone who runs flashy campaigns, gets thousands of likes, and even lands the company in the newspaper, but at the end of the month, the sales report is still depressing.
Likes don’t pay salaries. Shares don’t build houses. Fame doesn’t fund payroll.
Marketing should be measured in money, not just mentions.
My Takeaway
The Luke situation reminded me of a simple truth: In business, visibility without conversion is just entertainment. If you’re a marketing professional, your job is not done when people recognize the company logo it’s done when the company bank account recognizes a deposit.
And if you’re an entrepreneur hiring a marketing manager, remember to set KPIs that go beyond “make us famous.” Demand measurable results in leads, conversions, and revenue growth.
As for Luke, I hope he now understands that the applause of the crowd is meaningless if the cash register stays silent.
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