A while back I read Bill Stinnett’s excellent book, Think Like Your Customer, which should be required reading for anyone in Sales and Marketing, especially if you market high-value products and services. A glaring Marketing Operations disconnect for many companies is our tendency to over-focus on What and How we want to sell, when we really need [...]
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Marketing Operations, Accountability and Disposability
Is Marketing Operations a protector of individual marketers, helping them optimize and mobilize their talents toward achieving enterprise strategic objectives? Or is it a sinister means to shift responsibility from the system to individuals, making them even more vulnerable and disposable in the name of efficiency and profitability?
It all depends, really, on an organization’s fundamental view of its people. Are your people truly valued or easily replaceable?
A Marketing Operations mindset, and related aspirations such as a culture of measurement and accountability, can be used for good or evil. They can empower marketers or enslave them.
Breaking the Marketing Manipulation Madness Model
From creativity and enabling technology, we’ve come up with all sorts of tricks and tools to perpetuate a marketing manipulation madness (MMM) that no longer works. In our quest for @ttention and immediate gratification, there’s a trail of junk littering the Information Superhighway. Pop-up adds hoping to get us to hand over our money. Ill-timed or irrelevant offers in our e-mail or on websites that distract us from quickly finding what we need. Complicated user interfaces and commerce platforms that serve the vendor need to sell but not the buyer need to buy what we need.
