Is anybody at your company bringing the marketing heat? That sales and marketing competitive edge?
Or are you oblivious to the very real possibility that your people may not want to be part of another hive of marketing worker bees - heading for the exit because you and your company are incapable of providing depth and meaning to marketing work?
Set that marketing pace, and be a great marketing leader.
Tony Compton:0:00
Set that marketing pace and be a great marketing leader.
I'm Tony Compton, welcome to my marketing podcast.
Is anybody at your company bringing the marketing heat? That sales and marketing competitive edge? Or are you oblivious to the very real possibility that your people may not want to be part of another hive of marketing worker bees heading for the exit, because you and your company are incapable of providing depth and meaning to their marketing work? Let me be clear, you may consider your group worker bees, but I don't. I'm sure there's more talent and leadership there than you may realize. That's why they're calling it the Great Resignation.
If you're not competing and winning, maybe you've fallen into passive marketing, how about we call it scared marketing since there's no competitiveness? Here's another term to consider, oblivious marketing with zero realization that marketing is so much more than heads down work on your mobile device or content creation, as in creating a stack of content bound for your internal portal where it will reside and age with only a hope and a prayer of ever seeing the light of day. Let me throw out one more term at you leaderless marketing. It's also allegedly safe marketing, but there's nothing safe about it. Most of all, it's expensive marketing. Without that marketing pace.
I still smile when I think about a pre-pandemic story I read about when startups were using New York City subways for advertising. Somebody actually had the backbone to give their company a marketing edge. And that creative marketing pace. Actually, it was more than one person. Many went in that direction. But I've been around too many who would run the other direction at the mere thought of advertising on the New York subway.
I often think about how too many in the marketing industry are living on a diet of warm commoditized marketing mush. Especially in b2b tech marketing, both corporate and product marketing. In a world, where your customer event looks, smells, feels, sounds and tastes like every other customer event, where sales enablement can leave business development teams standing on the one yard line, where your marketing technology remains siloed, our trade show booth outdated, where your VP of Marketing calls on that six-figure analyst, ad agency, consultant and vendor every time the wind blows the wrong way and an SOS is sent out.
There's no marketing pace to be found in any of that. But there are places you can find a marketing edge or two to help set that pace.
I'll get the ball rolling on that on my next podcast, which will be experienced, down to business and right to the point.
Now That's a Marketing Podcast!
I'm Tony Compton.