Marketing's job
Marketing’s job is to create buyer consideration. Not to make noise or “generate leadz”.
Sales’ job is to create buyer decisions. Not to “close close close”.
When you measure activities by what they’re designed for — rather on external factors — you’re far better equipped to see the critical elements worth optimizing.
If it’s worth doing, it’s worth doing right.
How to find time to do that:
- Identify your area of market genius.
- Do you know a topic better than others?
- Do you focus on an area others don’t?
- Do you service a different audience?
- Identify “wow”.
- Do you give a better experience than others?
- Can you deliver that in novel new ways?
- Do you make it more fun than others?
- Delegate everything else.
- Your genius+wow combo deserves focus.
- Unless it serves that combo, delegate it.
- If it elevates that combo, recruit for it.
The world doesn’t need more average social media posts, average SaaS products, average service offers.
The world just needs you, in your area of genius, making it wow for us.