Here’s an example. We’re talking of a fairly large IT services company (we’re talking of north of $100 million) and they have figured they need to move from a pure sales approach to include ‘marketing’. Marketing as in other than events! And now we’re in their board-room about what facets there are and what marketing can do for them. It’s not that it’s not understood — goes without saying they’re a successful company — but the first responses to the marketing plan invariably are:
‘Oh, but your customers are all the flagship technology ‘product’ companies. Do we need all that depth? We just need ‘better presence’ on online — digital media!’
Yes, you do! So of course we investigate more.
- TWB_: Why do you think so?
- Customer: Because they are in a fast-moving world. It’s more complex for them. We don’t need to say a lot. Ours is a simple problem.
- TWB_: But you do so many things in so many verticals already. You need to talk about that. And then you need to talk about the positions you want to move to, since that’s where your customer and market is going.
- Customer: When they ask us, we’ll do it. We don’t want to do anything buzzy!