Peter Radizeski is Founder and President of RAD-INFO INC. He is an accomplished blogalyst, speaker, author and consultant. He has helped many service providers with sales training, marketing, channel development and business strategy. He is a trusted source of knowledge about the telecom sector. His honest and direct approach make him a refreshing speaker.

Look for his innovative ideas and analysis of current technology on his blogs.

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Marketing is Falling By the Wayside

Company executive don’t want marketing; they want sales.

Or they want a twitter or Linkedin strategy.

Or they want to increase channel sales.

I get calls all the time asking for a “cheap website guy”. You realize that your website is supposed to be your online presence hub, right?

You realize that there is no “strategy” for a social network, right? You comprehend that twitter, LinkedIn, Facebook, Snap, Instagram, Pinterest, your blog – are all just publishing mediums that have replaced the billboard and the yellow page ad.

Mojo Marketing‘s CEO wrote a humorous take on this here.

All of this is tactics that comes under the umbrella of a marketing strategy. Who are you? Who buys from you? Product-Market fit. USP/Value Proposition. Why do they buy from you? Who is your ideal customer? These are the questions that create the foundation for that marketing strategy.

I know you want to sell to everyone, like you were Amazon or something. But that isn’t necessarily who will buy from you. (And you aren’t Amazon! And they started by just selling books.)

Partners have had to figure this out themselves. When you won’t explain who buys from you, they segment you. You hate it but it is your fault.

Microsoft chases everyone but they do it with segmentation in sales, marketing and license bundle. Do you? Or do you offer up the same product for 1-1000?

And before you say that seems to be working: even a broken watch is right twice a day.

You wouldn’t hire a software engineer the same way you go about hiring marketing.

I leave you with 3 Peter Drucker quotes:

“Business has only two functions — marketing and innovation.”

“The purpose of business is to create and keep a customer.”

“If you want something new, you have to stop doing something old.”

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