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If not, don't worry! Your workers do, so make them your marketing team.

This story appears in the October 2001 issue of Entrepreneur. Subscribe »

Want to know who's really responsible for marketing yourcompany? Think beyond your ad agency or marketing department,because every employee contributes to the achievement of yourcompany's sales goals, from your executives and advisorycommittee, to your receptionist, office staff and plant workers.Everyone plays an important and specific role-and it all beginswith you.

Successful entrepreneurs communicate goals, give their people aclear vision of the future and make everyone in the company awareof their marketing promises. You're chiefly responsible formotivating your entire staff to work as a marketing team bypromoting both your vision and the benefits employees will earn byhelping you achieve it.

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