Whenever I say I work on "co-op marketing", I can see people's eyes glaze over.

Whenever I say I work on "co-op marketing", I can see people's eyes glaze over.

But if I ask: "Who owns the money your suppliers give you for marketing?", I get a response.

There's usually a pause, then a name, then a slow realization that the answer involves three people, two spreadsheets and an e-mail inbox.

The work just never got a name, so it never got a system.

Naming it is the first step. What does your company call it?