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Take any large gathering of more than a couple of business owners. One of the attendees will make the following throwaway comment, usually while the rest look on horrified:
Oh that. I don’t know, those marketing guys handle all that.
Have you heard this before?
I really believe that in todays market, and increasingly as time goes on, this thinking will be the end of such businesses.
While there will always be specialist aspects of marketing, which you might be forgiven for not knowing the details of, “marketing” ought never be something you silo or outsource entirely. At the very least every member of staff should know the basics such as what you do in a way that makes sense to a prospect, not in a mechanical “we put widgets together then sell ‘em” way.
As we progress into an ever-more digital and connected world though you need to be fully aware of what your company is saying and the conversations you are having with prospects at all levels. Consider how many times we see legal teams, PR departments and company representatives all singing from different hymn sheets. If your legal attack dogs are sending over-zealous takedowns while your marketing bods are trying to make your brand go viral, all the while your PR people are spamming bloggers, it is not going to take very long for the whole thing to unravel.
In the past you might have gotten away with writing a check in return for a large portion of “that marketing stuff”, now it has to be very much part of what you do.
You have to make marketing your business otherwise you might not have one.
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