You Need Lauterback Marketing When:

• You have day-to-day responsibility for producing the company’s products or services
• You manage “back office” support functions such as HR, finance, facilities and computer systems
• The company has a limited understanding of marketing principles 

• The customer development process is broken, irrelevant or non-existent 
• You manage SELLING functions ONLY when time permits, which is rarely.
• MARKETING activities seem to  stay on the back burner.