By John WallProducer, M Show ProductionsBlog: http://www.themshow.com
Call me biased as a marketer (but not without first testing, please), but marketing has the most difficult goal in the company: We must translate how human needs, emotion, and behavior all interact with whatever it is we’re selling. There are usually three areas of marketing that do this (an idea I’ve stolen and modified a bit from Pragmatic Marketing).
Product marketing: People who make sure that the next version of the Widget 5000 is one that customers actually want to buy, not something thought up by some insane entrepreneur better locked in a broom closet. This is the “translating the human need” goal.
Marketing communications: The folks shaping and getting the messages straight and out to the press and public. These people get told the human needs by the product marketing guys and figure out which emotions to invoke.
Lead gen: The marketers who get the actual names for the sales infantry to engage one-on-one. These are really just Super Salespeople. Instead of fighting one-on-one, they use their weapons against all the prospects at once. This gives sales the ammunition to begin their attack to mold the behavior of the prospects (i.e., get them to buy hundreds of thousands of Widget 5000s).
This is a pretty heavy definition, but I think it works well to explain all of the marketing process to those who want that much depth. It describes what a good marketing machine is. For discussions ...