Why Marketers Need to Release “Marketing”.
Marketing has an issue.
And although we had actually all like to believe it’s improving, for the most part, it is not.
A simple example… the other day, I received a message from the owner of a marketing agency who was deeply discouraged. Why? Because she had actually been losing too many of her retainer customers. Seeing her distress, I made a quick call to offer some suggestions. She said that her “marketing” plan was operating…but several clients weren’t “buying into” the message.
This example is common, although I do not have all the answers, I am, however, approached by marketers along with marketing firms with the very same concern and bewilderment.
They’re disappointed because although they “get it” (this thing we all call “marketing”)– their organization/clients do not seem to catch the same vision. Marketing has a different “name recognition” than selling.
The majority of these concerns are rooted in the words themselves. Marketers prefer to talk about marketing. Agencies also like to discuss marketing. Sales…well, can be barring.
The sounds of confusion… fizzle, hiss, and scowl. It’s simple to discern.
Years ago, I found out one basic truth, one that hasn’t waned in the slightest.
If you want to get something approved in business, you call it “sales”.
If you want to get something rejected, you call it “marketing”.
That’s precisely why I call my lead product “Sales Pathways “. There are many ways to develop the business…but SALES tops the best route to get there.
Sales move the needle– a minimum of, in the eyes of senior management and choice makers.
This is why all conversations in marketing need to start and end with sales. Certainly different pathway options in between.
Now granted, if you’re IBM, possibly this doesn’t so much use. You have actually got cash to blow, so this may not be so helpful for you.
However, the majority of companies aren’t IBM.
And the majority of have to create earnings.
I speak to business developers all over the world. And the reason that I have actually had constant success with getting buy-in from these audiences returns to the method I frame the conversation.
It’s about sales.
It’s about profits.
It’s about the effect “marketing” in its selling actions that will have on the bottom line if everybody does their part. (However once again, hardly ever do I ever even utilize the word “marketing” in my talks).
When I spoke on the phone with the business owner that was having a hard time, all her discussions with clients (before and throughout the engagement) had to do with marketing– campaigns, activities, and so on, etc.
However because she wasn’t spending sufficient time focused on the numbers that mattered most, she was losing customers.
Sure, they liked her, however, they were still leaving as clients.
My good friends, let me be perfectly clear:
Just because a client “likes” you doesn’t make them a consumer for life. Nor does the fact that they are “worth the relationship”.
Rather, the question organizations are continuously asking themselves is, “But are they making us more cash than we’re investing? Are they “really” worth it?”.
The exact same could be said for every position within a marketing department.
” Are they worth their wage? Do they really drive business profits?”
If both aren’t quickly responded to, there is a good chance they’ll come down with a CFO taking a look at a monetary spreadsheet and classifying the said person as an “cost” and not as “revenue.”
My point from this point forward is this:
Words matter. Sales will constantly defeat marketing.
With this holding true, let’s ensure the method we– as marketers, sales specialists, trainers, operation experts, business developers– talk, teach and give service in a manner in which the money path is always self-evident.
Just then will “income” be connected to our name.