What type of marketing people do businesses need?

I want to make a claim. I think that many marketing people are simply project managers and administrators rather than business entrepreneurs.

Part of the reason for this lies in two tendencies.

1. Being given communications tasks of any sort from adverts to branding. The aim is to sell what the firm has not generate new value propositions and business models. This is actually a passive rather than proactive role.

2. Being trained in marketing analysis and decision making on conventional business school courses. Where collection of facts and describing ‘what’ matters rather than speculating on ‘so what’ and ‘now what’.

Here are two definitions:

Administrative

Workers are those who provide support to a company. This support might include general office management, answering phones, speaking with clients, assisting an employer, clerical work (including maintaining records and entering data), or a variety of other tasks

Entrepreneurial

The entrepreneur is commonly seen as an innovator, a source of new ideas, goods, services and business/or procedures. Entrepreneurs play a key role in any economy. These are the people who have the skills and initiative necessary to anticipate current and future needs and bring good new ideas to market

Read more: Entrepreneur https://www.investopedia.com/terms/e/entrepreneur.asp#ixzz5UvIrzyl9 
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So What?

What this means is that marketing people are deemed by the C-suite to be useful but lacking in commercial teeth and risk taking behaviour.

If you are a marketing professional you need to understand and be able to create and capture value. You need to generate commercially credible value propositions not indulge in emotional purpose and identity crafting as a goal in itself AND design competitive business models that blend value, relationships, channels and revenue making.

Learn how to create value propositions here

Be A Marketing Entrepreneur

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What’s your favourite theory of motivation? This is mine.

Forget Maslow and Vroom, Pavlov and Skinner this the social psychological view of motivation that unpicks intention and power. Have you worked anywhere where this isn’t the case?

How well do you know your customers?

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Customer knowledge and insight is the fuel that drives business success. You can learn from the experts by entering this amazing free prize draw before November 15th 2018 for a chance to win $1600 worth of marketing books an online b2b marketing course and 2 free consultancy sessions.

Get To Know Your Customers

#GetToKnowYourCustomer

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  • 11 books ($395 value)
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Photo by Pixabay on Pexels.com

Knowing your customer relies on the art and science of making the perfect fit between what your customers are looking for and the product and service solutions you are offering. Now I find it hard to imagine that anyone in business these days isn’t customer centric. Ever since Philip Kotler published his article The Generic Concept of Marketing  back in the 70s the idea that understanding customer needs is crucial to business success is virtually common sense.

That said not everyone is good at and not everyone cares. I’m always amazed at Gordon Ramsey’s TV programme Kitchen Nightmares where he rescues businesses from failure and 9 times out of the 10 they lack any understanding of what their customers need and how they feel about the service and food.

A few years back I worked for gambling company and the typical phrase in the buidling was about the ‘little old ladies who play our coin-op games’. The whole place ran on a myth. When proper customer research was done it was discovered that the key customer a young man, typically in a trade, single and who spent a lot of time socialising in pubs and bars. So, one of the big problems I have come across is the assumption that product designers sales and marketing know who the customer is but often a quick conversation in the company and what comes out is no one really knows. There are lots of anecdotes about typical customers and often who the customer really is (the biggest purchaser, what they really need) isn’t know.

For me there are three essential things when it comes to knowing your customer:

  1. the ability to anticipate what people in general will need in their lives in the medium to long term. What sort of fuels will they use? How will they learn? What will the new space science industries need?
  2. the ability to conduct large surveys that quantify trends
  3. the ability to conduct face to face interviews on an ongoing basis

Ultimately it’s about showing an interest and caring about what people want and willing to pay for. If you can make their lives easier or improve their business then you are on to winner.

 

 

 

 

 

 

 

 

 

#GetToKnowYourCustomer

 

 

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