Skip to content

The changing marketing challenge

I think that one current problem in marketing is that we’re working on the assumption that sales has a much bigger say over what our customers buy than it really does.

Twenty-five years ago, it would have been fair to credit ourselves – as suppliers – with a lot more influence in the buying choice. Today? Not so much. By the time we talk to a buyer, they may well have done all the research they think they need to do (and they may be right).

The only reason we’re in there is because they’ve already decided they’d like to do business with us.

So our job in marketing is to make sure they’ve seen our story, understood it, and been able to verify it. All in their own time, much earlier in the process than they ever used to. Without us knowing who they are, or that they were interested. That’s the challenge.