There is a lot of confusion between marketing and selling. In some circles all marketing is good for at best is generating leads. This attitude fails to recognize that someone or some function should be responsible for 'satisfying needs profitably' – that's the most succinct definition of marketing I've seen. It implies that you understand:
- The needs that your market or audience has; what they are trying to achieve.
- The way in which you are uniquely positioned to satisfy those needs.
- The mechanism or process by which an exchange is made – value for value.
Marketing isn't responsible for identifying whether an individual (company) has the budget, authority, need and timing to close the deal – Sales is. Sales isn't responsible for defining the products and services you offer, communicate and promote – Marketing is.
Good marketing is soul searching.
Anthony Power is a marketing technologist with the goal of helping clients get their products in a prospect's consideration set. His current focus is on understanding how content works and impacts choice.