For your next corporate event, you're limiting your invitations to Director and above so you know you've got the right people covered, right? Steve Johnson says, "Titles are meaningless; actions are meaningful," especially when it comes to marketing.
In his most recent Pragmatic Marketing newsletter, Steve opens with "Titles really are a mess in our business." He cites Geoffrey Moore's definitions in "Crossing the Chasm" of the difference between a product manager and a product marketing manager, the sum of which is, "A PM listens to the market; a PMM talks to the market."
In the same way there are no IT problems, only business problems addressed by IT, "there are no marketing requirements; only market requirements" addressed by the marketer.
