What the hell is marketing?

I'm always amused when someone asks me what I do and I say I own and operate a marketing firm. Often they then ask, "What do you market?"

Uh, nothing. I help other companies "do marketing"... Blank stare. Then I usually explain that I help B2B companies optimize and intensify their marketing programs. I don't sell stuff. When folks ask me what I "market" they really mean "What do you sell?"

If they still look confused, I explain that we create the processes and systems that make sales work. We provide the foundation - what to say to whom and when. We dig up facts upon which to make intelligent decisions. You know, "Marketing". It's the "Ready" and "Aim" in "Ready, Aim, Fire!".

"Oh, I see..." they say. "But that's boring!" Sometimes it is. That's why so many companies don't do it. They get all fired up about creating a glitzy new ad campaign, direct marketing program or trade show booth but don't bother to develop a strategy. They don't question the "facts" and assumptions they are operating on - even if they originated in 1972. They just make an educated guess and wonder why "marketing doesn't work".

Marketing is a process. And a pretty simple one. You should try it sometime.