So what do Marketing people really do?
When I started in the profession this was quickly explained; Kotler’s 4 Ps, that was it, simple and straight forward. Even my grandma could kind of understand what my daily routine was and what I did in the office. But now it is a way more multi-faceted story. It is much more complicated and more diverse by a factor of 10 compared to my early days, at least. And the complexity is increasing.
In the past, what used to be the “Art of Marketing” (back in those days we probably really wasted half of our budgets) has become the “Science of Marketing.” Marketing now is predictable, accountable, provides ROI and has a direct impact on the top and bottom line of the business. Marketing now is an insight driven organization that provides customers and prospects with the information they want in order to make their purchase decisions easier. I believe most importantly, marketing helps a company make the right decisions for the future so that resources get invested in a way that provides the highest ROI.
I recently read that being in marketing is the best preparation to becoming a CEO. I agree, because marketing spans the entire value chain of a company. From shareholders, employees, customers, prospects and even beyond to the ecosystems, influencers, analysts and media. Few other professions have such a span, really only the CEO if you think about it.
So my fellow marketers; can you bring the value of a CEO to your company?