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Somebody said to me last week: “Marketing doesn’t do anything other than organise the Christmas party, and order the branded pens!”
Whilst I know he was only joking with me, it has lead me to think about my profession.
Just why do so many business owners recoil in horror from marketing?
In the corporate world, there is often much antagonism between the sales and marketing functions. The sales team get frustrated because marketing won’t give them what they want to sell, and seem to have a big budget for the “soft, fluffy stuff”.
Marketing find the sales team’s desire to sell whatever the customer wants, without worrying about the aftermath, galling – ruining the customer relationship before it gets off the ground.
That sounds very harsh, and perhaps it is, but it is true in many organisations.
And in smaller businesses, there is often the same frustrations.
Much of this is around a lack of understanding of everyone’s role, and the need to work together towards a common goal.
I believe, no matter what position the business is in, that goal needs to be the same one – developing and maintaining great customer relationships.
Everything they do is about helping to cement that bond, making it easy for not only the sales, but every other function of the business, to work with the customer.
The trouble is, that’s often easier said than done.
There are no guarantees with marketing. It’s not an exact science. You can never be 100% certain about the outcomes of any activity – but then again, that’s probably true of most things in life.
For marketing to work effectively a number of things need to happen:
Time and time again, I hear business owners talk about bad marketing experiences. They’ve been sucked in by empty promises, backed up by little or no delivery.
Ultimately, I’m afraid it is up to the marketing team to prove themselves. They need to deliver on their promises.
No doubt, I will be talking more about this in the future!
In the meantime, if you’d like help with getting your marketing sorted, give us a call on 01256 83 11 10.