Why marketing guys suck and how to avoid this trap.

Marketing planning (even a little) can greatly reduce your risk when it comes to the time, treasure and talent you will invest in growing your company. Or at least that supposed to be how it works.

I talked to a friend the other day who said her company was desperately in need of creating a steady stream of opportunities. But they’ve been spending thousands churning through “marketing” guys that somehow didn’t make this happen.

I hear this almost every time I talk to a potential client. I think it sucks for them and I’m ashamed at some of the people in my industry. In this week’s Moment of Clarity I show you the real issue.

Marketing planning (even a little) can greatly reduce your risk when it comes to the time, treasure and talent you will invest in growing your company. Or at least that supposed to be how it works.

I talked to a friend the other day who said her company was desperately in need of creating a steady stream of opportunities. But they’ve been spending thousands churning through “marketing” guys that somehow didn’t make this happen.

I hear this almost every time I talk to a potential client. I think it sucks for them and I’m ashamed at some of the people in my industry. In this week’s Moment of Clarity I show you the real issue.

When I ask these company leaders the question, “What EXACTLY did each of these marketing people do?” I always discover these people were involved in the periphery of marketing. (See my  VideoCast Here)

Usually they are involved in the tactical or creative side of some loosely defined idea of “Marketing”.

None use a logical, quantifiable process to drive opportunities. There’s your problem, right there.

Implementing a logical, structured process can greatly improve your odds of making your expense in marketing and sales activities into an investment. There is a huge difference. One pours money down an uncertain drain. The other has predictable return on investment.

This holds true even if you are just executing a trade show, web site, product launch – etc. Without a plan, nobody is going to be happy.

The Trap

Some clients think they are hiring a “marketing” person but they are really hiring some combination of tactical services:

  • Graphic artist
  • Web designer
  • Social media/SEO
  • PR
  • Someone who is supposed to close deals (that’s a sales person – often called a “marketing” person)
  • Telemarketers

But it is easy to fall into this trap if you have a loosely defined “marketing” process. They make the web site. They design the brochure. They post to Facebook. You pay thousands and move to the next marketing guy.

The problem isn’t with the people you are hiring. It’s your process of making marketing and sales decisions that is broken. Most people don’t understand how to fix it. They know how to make things. Cool, creative things.

I love cool creative things as much as anyone. But filling a pipeline of potential buyers is a specific goal that requires a specific approach.

The answer is devilishly simple. You have to go through the right steps to make the right decisions to create opportunities for your business.

Your comment is welcome.


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