What Should Marketing's True Purpose Be?

I was on a marketing technology panel yesterday with the most relentlessly positive person I know - Sam Gupta. Part of the discussion wandered into the conflict between sales and marketing.

The goal of marketing seems to be one of those fundamental friction points.

To the typical salesperson, the goal of marketing is to drive leads. Of course, the leads are always either non-existent or crap. In 20 years I have never heard positive things from sales about lead flow. It's like fulfillment performance: zero complaints is 100% satisfaction. But one complaint means the entire operation is terrible.

This misses the broader goal of marketing. Let's remember why we're here - to drive revenue. People buy and want to work with companies they know, like, and trust. Trust is the pinnacle.

If #sales pings a prospect and they already know, like and trust the company, who. is the hero here? In most organizations it's sales, and marketing will get no credit for this sale, despite doing 80% of the hard work.

What does this tell us?

Marketing should spend 80% of their time working on these 3 elements - know, like, and trust. Then 20% of their time focused on collating the signals of "know, like and trust" into leads that can be qualified and funneled.

Most #marketing teams are oriented the other way, and it shows.

If you are oriented around leads, then your message becomes "please buy, are you ready?" (which is about you) versus "let me help you understand the problem you've having" (which is about the market).

Rick Watson

Rick Watson founded RMW Commerce Consulting after spending 20+ years as a technology entrepreneur and operator exclusively in the eCommerce industry with companies like ChannelAdvisor, BarnesandNoble.com, Merchantry, and Pitney Bowes.

Watson’s work today is centered on supporting investors and management teams incubating and growing direct-to-consumer businesses. Most recently, in partnership with WHP Global, Rick was a critical resource in architecting the WHP+ platform, a new turnkey direct to consumer digital e-commerce platform that powers AnneKlein.com and JosephAbboud.com.

Watson also hosts a weekly podcast, Watson Weekly, where he shares an unbiased, unfiltered expert take on the retail sector’s biggest players.

In the past year alone, Rick has spoken at many in-person and virtual events as well as podcasts on topics ranging from retail/ecom to supply chain/logistics and even digital grocery including CommerceNext IRL, ASCM Connect, and Retail Innovation Conference.

https://www.rmwcommerce.com/
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