This is the chasm of the new marketing.
The marketing department used to be in charge of talking. Ads are talking. Flyers are talking. Billboards are talking. Trade shows are talking.
Now, of course, marketing can't talk so much, because people can't be easily forced to listen.
So the only option is to be in charge of doing. Which means the product, the service, the interaction, the effluent and other detritus left behind when you're done.
If you're in marketing and you're not in charge of the doing, you're not going to be able to do your job.