The Start of the Circle.
I just left this comment over at Bob Hoffman’s blog who wonders why people take marketing and ad people for idiots. I understand what he means and have suffered the ‘retarded eight year old look’ from accounts people as I talk about wacky things like creating cohesion through word of mouth and earning the respect of clients to deserve their business as they babble to me about financial snapshots and forecasts. Anyway here’s what I wrote, tell me what you think…
Finance, Operations, Production and Engineering exist to manage the existing business. They are all the people you hire when you already have a company and by default customers. It’s easy to be glib when you don’t have to figure out ways to get the business in through the door (trust me glib is what I do best).
But marketing is the start of the process. Marketing is all we have. No one buys a product because the accounts are up to date. No one even buys a product because the turnover time from production line 3 to 4 is next to nothing. No one cares.
Sure, all of this stuff is important to keep the company turning once it starts but the reason why marketing people get carried away with their own magnificence is because if the product isn’t tailored to the market no one buys the damn thing. If no one buys then it doesn’t matter how nice the books look, or how fast the boys in production are changing lines or how well engineered the components are. If no one buys, none of these bright cookies go to work in the morning.
All these jobs exist because someone somewhere has already bought the product.