Could hardly agree with you more Bill. I actually go as far as giving different names to the two purposes, and putting them into completely different areas of t

Could hardly agree with you more Bill. I actually go as far as giving different names to the two purposes, and putting them into completely different areas of the business. 1) is 'Marketing' is Operations, it's about revenue today, and sits with Sales, product delivery etc. 2) is 'Positioning' (from the work by Jack Trout) is equity management, is about future revenue and sits with things like vision, culture, new product research etc.