Why marketing isn’t marketing anymore

Marketing = Product

If you were to look at CMOs’ top initiatives, you would likely find that “company re-branding” has a high priority. Typically, re-branding takes the form of discussions around website design and colors that appeal to the target audience senses. I’m being a bit facetious here, but you know what I mean: the creative aspect of marketing.

Marketing = Sales

Another “capital sin” I sometimes witness in marketing is the lack of connection with sales. The old model of marketing has people worry about running more programs and measuring success in lead volume growth. More leads sounds good, but it’s the process of how sales engages with leads that marketers should obsess about in my opinion. I’m not just referring to the standard conversion metrics or inside sales processes here. I’m referring to a marketing accountability for Acquisition, Activation, Retention, Referral and Revenue from leads (see how to internalize Dave McClure’s “Metrics for Pirates” work here).



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