The Respect Gap in Marketing: Why It Exists and How to Close It
There’s a silent crisis in modern business: the marketing respect gap. Too often, marketers are seen as decorators, not drivers – handed tasks, not trusted with insight.
It’s not a talent or effort gap.
It’s a perception issue.
The Empowered Marketer
In my current role, it’s different.
Marketing has a seat at the table.
Yes, we support multiple divisions, but we’re not order-takers.
We’re collaborators. Advisors. Drivers of strategy.
We’re invited early and often, not just to promote the story, but to shape it.
The difference is cultural.
The Disrespected Marketer
I have a confession. When a non-marketer tells me how to market, I get a little offended. It was worse when I was a social media manager many years ago and people would come up and tell me that we’d hit our sales numbers if I’d just post our product on social media.
Just. The most underestimating word in the English language.
Just perform brain surgery.
Just.
I’m not saying that marketing is medicine, but there is strategy and skill that goes into it. And while we can “just” do the marketing, and maybe we’ll luck out and it will be effective, it’s not strategic, not scalable and certainly not likely to drive results that only an expertly laid-out marketing strategy can deliver.
It’s Not a Skills Gap. It’s a Respect Gap.
That chasm between “Just post it on social” and “help us grow” isn’t about whether marketers are capable. It’s about underestimating marketing’s potential.
Marketing isn’t fast. It’s not a quick fix you can throw together in an hour and expect results the next day.
Marketing’s credibility within an organization comes from two areas. Trust and Culture.
Changing is hard, but not impossible.
Playing the Long Game
What if leadership doesn’t get it?
What if your ideas are dismissed?
What if your “seat at the table” is a lawn chair in the corner?
Don’t give up. But don’t expect change overnight either.
You are playing the long game, and here’s how to start shifting the dynamic:
- Keep Showing Up
Presence matters. If you retreat because it’s exhausting (and it is), you won’t be there when opportunity knocks.
Familiarity builds trust. Even if you have nothing to say, your presence counts.
- Participate Authentically
You don’t need to win every debate. Be curious.
Ask smart questions. Connect discussions to the business outcomes.
Show you are thinking at the leadership level, in your own way.
- Claim the Strategic Ground
If marketing stays silent on customer experience, brand perception, or competitive trends, someone else will step in to fill that void. With or without marketing input.
Part of claiming that ground is learning when to say no. Every flyer request or “urgent” campaign shift threatens to pull us back into “just” doing. Asking the right strategic questions can reframe those requests and protect your focus. I break down how to do this in The Art of Saying No.
- Build Relationships Before You Need Them
Influence doesn’t always start with meetings and metrics.
Richard Bliss posted a great story about knowing so many people from playing basketball at breaks and after work.
What I loved so much about this story was that basketball has nothing to do with his work. But through shared experiences with colleagues and coworkers he’s creating relationships that will certainly help with organizational goals.
Look for those opportunities to connect cross-departmentally or with people you don’t on a daily basis. Find your internal allies.
- See the Gap, Make it Visible
Show the difference between random acts of marketing and actual strategy that drives marketing actions. Promote the small wins and progress. Tell success stories of how marketing efforts connect to business objectives.
Don’t just defend marketing, demonstrate it.
Influence Starts Before You’re Heard
The truth is that some rooms won’t change. The routines are too ingrained, the misconceptions are too widespread and marketing is reduced to “just marketing”
But You, dear Marketer, must hold true. Build the relationships. Share the strategies. Push back on random acts of marketing. Because ultimately, if we give in, marketing just becomes a series of quick fixes instead of strategy.
Final Thoughts
Respect isn’t given. For marketers, especially internal marketing teams, it’s an uphill battle.
You have to slowly work to build support and awareness and hold firm to your strategic mindset so that when the moment comes that you move from the lawn chair to the table, you’ll have the trust, credibility and clarity to lead.
FAQs
Q: What is the marketing respect gap?
The marketing respect gap is the disconnect between how organizations perceive marketing (as tactical support) versus its true value as a strategic driver of growth.
Q: Why does marketing often lack respect inside organizations?
Because leadership underestimates marketing’s impact, focusing on tasks instead of strategy. Culture and trust heavily influence whether marketing is seen as strategic.
Q: How can marketers gain internal respect?
By consistently showing up, participating authentically, building relationships, and making strategy visible through storytelling and results.
Q: What if leadership never values marketing?
Some organizations won’t change. Marketers should still act strategically — and recognize when it’s time to move on to an environment where their skills are respected.
