by Reena Kapoor
In starting this blog I am reflecting on our philosophy of marketing, what we do and what I get from all this.
No surprise that there is much misperception about what constitutes marketing. Part of the problem is that a lot of marketing out there is just pretty pictures and slogans – and most of it does not work. Many a product managers believes that Marketing is about putting lipstick on a pig. That’s just sad.
In fact, marketing is the discipline that forces you to think through the most important elements of what you do and who you do it for. It’s about defining the business you are in, where you want to take that business, and how best to get there. It gets to the heart of the challenges in your business — What markets, customer segments to pursue. What products and services to offer. How to price them, position them. What competitive strategies to employ. How to manage your product portfolio. How to reach customers and sell to them whether directly or through partners.
Sound like business strategy? Well that’s because it is. While the quote above (“…soul of a well run business”) is mine, I did not invent this philosophy of marketing. I learned it from some very smart people at companies like Procter & Gamble, etc.
Interestingly I’ve had the chance to help a lot of clients with their business challenges and I’ve learned a lot from them. One of the most enjoyable aspects has been working with some very smart and dedicated people. Clients bring me (us) in for a variety of reasons – sometimes because they need an objective 3rd party to analyze the situation and make recommendations with distance (and without agenda :), sometimes because they want to apply good principles from other industries to their own and sometimes simply because they have too much to do and need another head & pair of hands. In all cases I end up learning from them as well and the bonus is the relationships – of mutual trust and respect – that are built.
The fact is that I really fell into consulting and thought it would be a temporary thing. Few years later, I am still enjoying the work, and the people I get to work with. I am looking forward to more of the same and then some…
I often find myself brainstorming ideas and strategies with my clients, prospects, partners, etc. and that is an aspect I truly enjoy. So I started this Blog as another way to keep a two-way conversation going. I hope to hear from you.
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