This is one of those times when I hope nobody reads this post. It’s controversial. It promotes a potential market discontinuity. And it’s self-servicing. Of course, it came to me while pressure washing the driveway. (Have you ever painted a driveway with a 2 inch brush? It’s like that.)
The End of the Marketing Department As We Know It was born of a kernel of an idea I’ve had for many years — employees and loyal users are the best marketers. I have never come out and stated it so vehemently, however.
Marketing departments are unnecessary. Not marketing, marketing departments — in all their depth and glory.
But if marketing is the engine that provides fuel and support to sales, what will take its place?
A well-reasoned, well-shared, and smartly constructed Brand Strategy. One that everyone in a company is committed to activating.
Let me ‘splain.
Every company of some size has the human capital to follow, support and feed the brand strategy. This last part being the most crucial. The people at a company are the ones who make the product. They design and contribute to the experience of the product. And they are the ones who face the customers. And by face the customers I mean look them in the eye. Hear their voices and values. Collect their money. Respond to their qualms and issues. People in the marketing department don’t do that by and larger.
Over the next few posts, I am going to share why we are not at the end of marketing — hell no — but we may be at the end of the marketing department writ large.
Stay tuned.
Peace.
