Shift: 19 Practical, Business-Driven Ideas for an Executive in Charge of Marketing but Not Trained for the Task by Sean M. Doyle
Sean is co-founder, principal and director of strategy for FitzMartin, Inc., a B2B sales and marketing consultancy that helps mid-sized companies solve their most pressing challenges.
Interesting fact - he is motorcyclist and is the owner of a Suzuki V-Strom 650
The Host's Perspective:
Perception: marketing is a “cash drain on business.”
Reality: marketing is only a cost or cash-flow drain if it isn't done correctly.
Perception: marketing “ isn't worth attention or effort.”
Reality: you may not use marketing as a serious business tool because you either think it doesn't work or you haven't learned to use it properly.
Perception: marketing is all about “making things look pretty.”
Reality: you've assigned low-level assistance and paltry budgets to the marketing function. Neither will impact your company's performance.
The truth is that your company’s sales process would be a lot easier if you learned how to use marketing properly.
The problem is that most people who are running companies or have been thrust into a marketing role have not been trained for the task.
If people in that situation only read one book about marketing, this is the one to read now.
Listen to the Interview:
Shift by Sean M. Doyle
Fitz Martin (Website)
Fitz Martin (Twitter)
Sean M. Doyle (LinkedIn)
Sean M. Doyle (Website)
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