Imagine asking your Dad to call a girl you like to ask her out
on a date. Is this awkward, odd or just plain silly?
Well, us marketers are doing this all the time.
Consider this; if marketing's role is about ensuring that the
business has engaging relationships with its customers why do we as
marketers allow a 20-year old call-center operator to have a
conversation with the 45-year old man when their world views are
likely to be poles apart. Yes, many large organisations have great
CRM and Contact Management software in place but in an always-on,
connected world, where customer expectations change in the moment,
many marketers are letting IT manage the conversation for them with
a standard scripted response. Instead, marketers should be ensuring
that every single customer is able to have a real human
relationship conversation with the business.
It's no wonder that"Most CEO's believe that marketers lack
business credibility. Moreover, they feel marketers are not the
business growth generators they should be, and are not focused
enough on effectiveness." This was the key finding of a
recent survey, conducted by global consultancy, the Fournaise
Marketing Group. The survey interviewed over 600 decision-makers in
large corporations and small-to-medium sized businesses across
Asia, Australia, Europe, and the United States.
There is no question that marketing as a discipline is in need
of a radical revamp. In a world where people can connect, filter,
share and be involved seamlessly and intuitively with each other,
few marketers are responding well.
Marketers need to ensure that the business is IN the
conversation with customers, live and real-time not just
acknowledging the conversation in a weekly report.
In the future, marketers will have to have distributed agility
to manage the consumer decision-making process. No longer a
purchase funnel but a relationship spiral with many exit and entry
points. The marketing discipline has to be effortlessly mapped to
delivering against this with and to do so should spend 20% planning
and 80% of its time in real-time conversation.
At the moment marketers are being awkward. Customers are ahead
of the game, they are in control and they often know more about the
businesses' own products and services than the marketers
Instead of trying to control things like we did in the past we
should be conscious of the customer's unconscious decision-making
across the relationship spiral. We need to re-frame our role as
marketers to being executive producers of our customer's movie.
If marketing cannot get this right, its lunch will be eaten. IT
has already taken a serious bite of the sandwich. Delete.