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Business Development Trend: Smarketing & the Buyer Seller Dance

Posted by Carole Mahoney on 11/27/11 8:00 PM

I recently had lunch with a long-time colleague who was frustrated to the point of quitting her job and not really sure what to do to better her situation, help her company actually grow and motivate her team. Let's call her Baby.

I sat in awe and a building fury as Baby relayed stories of staff meetings with a sales development executive who after losing a major account (because he was greedy), pointed at people in the room with his thumb in the air and forefinger extended proclaiming- you, you and you- gone. Lets call him Max.

I almost started swearing loudly in my favorite brewery when Baby told me how Max passed her in the hall after a motivating strategy team session and retorted that marketing is "not needed" and unless she gets on the phone and starts moving widgets- she has no value and won't have a job next year.

Her budget has been slashed, her team cut off, and she is dodging knives being thrown at her daily.

Now while my collegue's situation is an abusive extreme, and there are a number of other issues at play (like where is the leadership from the CEO- make a decision already!?) her dilema is not unusual. Variations and levels of her frustration are seen in marketing departments across the country. From small businesses, to mid-sized enterprises all the way up to Fortune 500 enterprises- at the first sign of decline, fear starts making the decisions. Marketing is the first budget cut, when it should be the last.

Granted, I believe a marketing makeover has been long overdue. Unless you are a marketer who has been under a rock for the past 10 years- you already knew that. However, if you have been on some deserted island in the Dominician, then here is a quick 21st century summary update.

21st Century Marketing Makeover- Before & Now Examples
Market Research BEFORE: focus groups,  surveys, demographics NOW: social media, keyword analysis, persona modes
Branding/Design/Messaging BEFORE: company mandated and controlled
NOW: customer defined, uncontrollable
Advertising BEFORE: Mass TV, Print, Radio NOW: individual targeting on Facebook, Linkedin
Content BEFORE: brochures, flyers, commercials NOW: blogs, whitepapers, webinars, video
Public Relations BEFORE: scripted press releases, press conferences, media relations
NOW: social media, email

Marketing has changed. Unfortunately, the way some business leaders view marketing hasn't caught up quite yet.

Ask yourself this question; Is marketing:

A: an expense     B: an investment     C: an asset

If your first reaction was A, then I am not sure why you are reading this blog. Move on. You are in the wrong place. Call the yellow pages. Good luck.

If you jumped for B, then there is hope. Many people when they react to the idea of an investment, they are indicating that they understand the value of putting their money in the right place at the right time. However, it doesn't always mean that they do it. Most of the time, some educational clarity and a few compelling reasons are all they need.

If you committed to C, then you are a true pioneer. You understand the intrinsic value of the right marketing message, at the right time, to the right person. You know that every dollar and hour you put into executing an inbound marketing plan will propel your business growth and sustainability in the months and years to come. You also know that marketing is a life-sustaining support system for sales.

Nobody Puts Smarketers in the Corner

Although I am an admitted and proud closet hippie, I have also been known to stray into 80's pop culture. It's too fun not to. As I was talking with my colleague the phrase "Nobody puts baby in the corner." came to mind. When I shared it with her, it started to brighten her tired eyes.

If you don't know the story to this 80's classic, it's worth a Saturday night with a bottle of chardonnay (or white ale) and some buttered popcorn.

If you do, then you know the plight of Baby (inbound marketing) and Johnny (Sales 2.0). Together, they overcome their obstacles and master the buyer seller dance. Their combined passion, practice and confidence brings the crowd of grandmothers and sweater-set housewives to their feet with their husbands staring in amazed delight.

It's time to make marketing sexy and fun again and noble for once.

Ready for your dancing lessons?

Want to learn more about smarketing and how it can change your business? Check out our smarketing webinar.

Topics: inbound marketing, inbound sales development, smarketing