The phrase every executive should avoid

Marketing is everything you think it is and everything you don’t think it is…

While that is stirring around in your big beautiful melon.  

Obviously, all normal advertising is marketing, training for how company representatives interact with customers is marketing, text, and images on everything from white paper to web pages and business cards is marketing.

For the past 17 yrs, I have seen businesses that over-leveraged themselves to increase marketing expenditures and firms that limit the amount of business cards they give out to keep marketing expense down and everything in between.  Here’s is what I have come to understand. There are three “things” that drive businesses to be successful timing, magnitude, and luck. Timing can be early to market, late to market on right on target. Magnitude not having enough widgets, having too many widgets, or right on target. Luck is the wild card, good luck can make a business succeed regardless of timing & magnitude. Bad luck can crush a business despite all the best efforts, and it(luck) can not be considered at all in any planning. The importance of marketing is directly tied to timing and magnitude. I am not going to lay out the different approaches to campaigns, calendaring, or strategy implementation.  I really just want to share a mindset that should be avoided at all cost by any executive, business owner or division head and that is anyone who utters this are a variation of this phrase;

“We don’t really do marketing here”.

“We don’t really do marketing” is probably one of my most favorite things to hear an executive say.  I have the hardest time not laughing in their face and the more profound they look while spewing the statement the harder it is to maintain composure. Obviously, if that statement made then marketing is being discussed in some manner, and the person making the statement has misunderstood the idea of marketing and how to drive sales. While outbound and inbound advertising is absolutely part of marketing so is the content that is used on websites, business cards, even customer service training is part of marketing. There are Key performance indicators and metrics that impact sales that are also linked to forecasting growth.

Here is a short list of less common practice activities that are part of marketing.

  • Return on Marketing Investment (ROI) = (Sales Growth – Marketing Cost) x 100 / Marketing Investment
  • Customer Acquisition Cost (CAC) (Total sales +marketing cost)/ added customer per month
  • Marketing % of Customer Acquisition Cost (M%-CAC)
  • Success Metrics
  • Channel conflicts
  • Newsletters
  • Landing page
  • Search ads
  • Forms
  • Blogs
  • Social networks
  • Banner ads
  • Vlogs
  • Customer service
  • Logos

Far too often businesses will become so focused on the bottom line that opportunities are missed because “we don’t do marketing”.  In actuality the statement is more likely to be “we don’t understand marketing” or “we don’t do marketing well” there are lots of different recipes to make a nutritious meal but you have to be willing to spend money on the ingredients or know how to cook. Not every business needs a celebrity endorsement or SEO strategy, but they should know who much they are spending on their marketing activity for the simple fact that if you can measure it you can plan for it making timing & magnitude an essential aspect of marketing and business strategy.

Next time you are in a meeting or shooting the breeze, just remember the phrase to avoid. “We don’t do marketing”…


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