“I came from a different path in marketing. It’s deeply formed my view on what’s the appropriate approach. I can remember when I played college football one of our coaches said, ‘Your value to the team is how close you are to the ball at the whistle.’ I often think of marketing in that way; your value is how close are you to a customer. Do you deeply understand what’s going on there? Particularly in our market,” says Frank.
One thing I recognized a long time ago is that the market is always right and I learned that from trading and it really applies to marketing as well. Marketers can get in trouble when they think they’ve got a monopoly on truth, or they’ve got one scenario in their head, as opposed to how the market really thinks and really behaves,” says Frank.
So what does this all mean?
Pretty simple, really:
- Just because you have “formal power” in a marketing role doesn’t mean you know everything.
- Spend less time insulating yourself with like-minded peers in your own organization and spend more time learning about the market and consumers.
- Value the people on your team closest to the consumer level of the funnel.
Y’all with me?