‘Your Marketing Sucks’ Category Archives

4
Jan

Nothing Happens Until a Sale is Made

by Tony in Your Marketing Sucks

Thomas Watson Sr. was one of the extraordinary people in business history. The company he created – IBM – is testimony to his exceptional capabilities as an entrepreneur, visionary, and manager.

Interestingly, when people think of the creation of IBM, and the global behemoth it became, their thoughts turn first to the company’s technological prowess. Although technology is certainly important to the IBM story, it was not really the most critical driver of the company’s growth under Watson’s tenure. The great man himself recognized that when he made the remarkable (for its insight and simplicity) observation – stated in a number of ways to IBMers – that nothing happens until someone sells something

— Mark Stevens, Your Marketing Sucks, Chapter 2

2
Jan

Why Most Marketing Sucks

by Tony in Your Marketing Sucks

There are seven key reasons marketing sucks at far too many companies:

  1. They don’t really know what marketing is, but in Kafkaesque fashion, they are going to spend money on it
  2. They go by generalities, even though every situation is different
  3. They do not employ a swarming offense, hitting everyone everywhere they turn
  4. They launch expensive programs and campaigns that are devoid of innovative thinking
  5. They ignore readily available research that would allow them to pinpoint ideal prospects
  6. Corporate management allows the drivers of the marketing process to remain unaccountable for generating a measurable return on the investment that it take to produce the marketing programs
  7. Managers refuse to admit that the only meaningful return on investment is measured by the recruitment of new customers and/or the sale of additional products to existing customers.

— Mark Stevens, Your Marketing Sucks, Chapter 1