Why isn't marketing being highly regarded in the industry? That is, why is only 5 or 6% of annual revenue being poured back into work and potential employee generation?? I think the problem is hidden at the executive level--and in that problem is a solution.
I think the responsibility is in our hands to convince those at the executive level of our worth. We can do this by making sound decisions, following through on our initiatives and actions, and delivering results that impact (and reflect) the bottom line.
The respect has long been absent from our industry...it's up to us to become the "experts" of our field--so that when someone thinks of marketing, they think of consulting us.
Unfortunately, the majority of professionals at the top are technical experts by trade. Now consider this...you've spent 20 plus years developing skills as a technical expert, sure BD might come naturally to you (if you're an extrovert). You might even go as far to group marketing into that knowledge bank and assume since you understand BD you MUST understand what "marketing" is as well.
Well, heck, I understand how a storm water management plan is done, but I wouldn't suggest doing one...that's a civil engineer's JOB! THEY'RE THE EXPERT! Now let me do my job.
So, how do you educate someone who thinks they understand something just because they've been around for awhile? First I'd say respect their opinion because it does matter. Second I'd say research and develop bottom-line arguments. Develop dollar figures for everything you suggest. Especially your returns. Third I'd say enlist the help of other "business" people, such as BD, HR, IT, Accounting, etc. The fact is we're all in this together and there's no problem with helping each other when in need.
I believe that right now marketing professionals in this industry are revolutionizing our field. I love being around as it happens. I think it's up to us as marketers and business developers to EDUCATE our top levels and anyone else who lends an ear through quality research, analysis, logic, and numbers--because that is what comes naturally to many of those at the top.
Understanding another person's perspective is our key to being understood.
Wednesday, April 9, 2008
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4 comments:
Certainly true, along with other recent posts on the subject. I see the problem as coming down to two things: first, as has been said, the general perception, even internally, is that the work is in fact a commodity. Oh, each company may feel it is a little "better" than the rest. But that's subjective, and when it comes to a real "difference" they can't see one, or articulate it.
Secondly, at that top management level, they believe that their only real "difference" is the strength of their personalities and the relationships they've developed over the years. While there is certainly truth in it, that is a myopic and borderline egotistical viewpoint that doesn't bode well for the company's future. Our goal as marketers is simple and next to impossible at the same time: make them see themselves not through their own eyes, but through the eyes of a prospect who doesn't know them (or how wonderful they are.)
At that point, subjective platitudes are worth nothing. The help of an accomplished marketing firm is worth plenty. We just have to keep hammering at the fact that charisma brings golf partners; meaningful differences bring new projects.
Mike, I like the insight--exactly on point. Do you think that the lack of true "marketing" folks at top levels has something to do with this? If so, how do we keep younger creatives in the business when they get frustrated and jump ship?
Yes, Jesson, that has certainly helped create the problem. Who needs marketing when you have wealthy, long-time friends who need buildings built (or wired, or plumbed....)?
The little light I see at the end of the tunnel is that on the customer side, those old friends are leaving or turning decisions over to the next generation. In many cases, this level includes people who came in with solid business expertise, but not necessarily traditional, born-into-the-business construction backgrounds. Due to business realities, the newly-empowered have had to pay more attention to marketing and regular business principles on the way up, so they might better realize the need for marketing.
Hey, without this evolution taking place, there isn't much NEED to keep young creatives in the business, is there? (Barely enough rewarding work to keep us OLD creatives happy!)
Sorry, forgot to put my name on that last one before sending!
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