Comments on: How not to talk about marketing http://yastrow.com/2009/how-not-to-talk-about-marketing/ Author, Speaker, Consultant: Ideas on Creating Profitable Customer Relationships Fri, 03 Feb 2012 15:05:25 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Charles Pavia http://yastrow.com/2009/how-not-to-talk-about-marketing/comment-page-1/#comment-12500 Charles Pavia Fri, 18 Dec 2009 16:47:13 +0000 http://yastrow.com/?p=1384#comment-12500 Steve: well done. Clear and concise. It is never about what you do, but what you do for the business. As a career marketer I have a lot of people tell me, "Oh you do ads and brochures." My response has always been, "No I help you increase sales, improve margins, drive cash flow and reduce cost." Unless it hits the bottom line or the Balance Sheet the marketing activity is viewed as being benficial, but not required. Marketing is a catlyst to help improve a company's ROI. Marketing improves both the Margin and Turnover side of the ROI formula. Unfortunately few marketers understand the language of business which is Finance well enough to explain the impact of their activities in business terms. Steve: well done. Clear and concise. It is never about what you do, but what you do for the business. As a career marketer I have a lot of people tell me, “Oh you do ads and brochures.” My response has always been, “No I help you increase sales, improve margins, drive cash flow and reduce cost.” Unless it hits the bottom line or the Balance Sheet the marketing activity is viewed as being benficial, but not required. Marketing is a catlyst to help improve a company’s ROI. Marketing improves both the Margin and Turnover side of the ROI formula. Unfortunately few marketers understand the language of business which is Finance well enough to explain the impact of their activities in business terms.

]]> By: Steve Yastrow http://yastrow.com/2009/how-not-to-talk-about-marketing/comment-page-1/#comment-12499 Steve Yastrow Fri, 18 Dec 2009 15:15:06 +0000 http://yastrow.com/?p=1384#comment-12499 Thanks for the comments Jane and Dave ... as I was reading your comments I was thinking how a patient would react to a dentist who babbles about medical terminology versus one who says, "I'll bet you want to have a nice smile." Thanks for the comments Jane and Dave … as I was reading your comments I was thinking how a patient would react to a dentist who babbles about medical terminology versus one who says, “I’ll bet you want to have a nice smile.”

]]> By: David Friedman http://yastrow.com/2009/how-not-to-talk-about-marketing/comment-page-1/#comment-12498 David Friedman Fri, 18 Dec 2009 05:50:04 +0000 http://yastrow.com/?p=1384#comment-12498 Steve: I agree with your post. One of my first blogs was entitle "I Hate Marketing------ NOT" because of the very points you raised. Most CEOs don't appreciate the nuances of marketing but do understand results of increased share, more loyalty, increased revenue, lower cost per customer and other financially driven metrics. I believe that almost everything that the marketing function does can be measured. And even if everything cannot be measured most programs, new products, take up rate can be measured. In fact, I strongly suggest that any marketing executive worth his/her salt consider the question: How do I drive profitable revenue growth? At that time, the perspective changes from a marketing person developing the mere tactical plans of brochures, trade shows, and marcom to the more strategic. When that happens, the CEO will (should) have a new respect for his new-found business partner, the Chief Marketing Officer or VP, Marketing. David Friedman CMO for tech and service companies Steve:

I agree with your post. One of my first blogs was entitle “I Hate Marketing—— NOT” because of the very points you raised. Most CEOs don’t appreciate the nuances of marketing but do understand results of increased share, more loyalty, increased revenue, lower cost per customer and other financially driven metrics.

I believe that almost everything that the marketing function does can be measured. And even if everything cannot be measured most programs, new products, take up rate can be measured. In fact, I strongly suggest that any marketing executive worth his/her salt consider the question: How do I drive profitable revenue growth? At that time, the perspective changes from a marketing person developing the mere tactical plans of brochures, trade shows, and marcom to the more strategic. When that happens, the CEO will (should) have a new respect for his new-found business partner, the Chief Marketing Officer or VP, Marketing.

David Friedman
CMO for tech and service companies

]]> By: Jane Fletcher-Saginaw http://yastrow.com/2009/how-not-to-talk-about-marketing/comment-page-1/#comment-12497 Jane Fletcher-Saginaw Fri, 18 Dec 2009 03:14:49 +0000 http://yastrow.com/?p=1384#comment-12497 Yes and Yes. Revenue to the bottom line. Enjoyed this immensely. Yes and Yes. Revenue to the bottom line. Enjoyed this immensely.

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