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Are You Stepping Out of Your Comfort Zone?
In a survey conducted by The CMO Council and the Boston Consulting Group of 1,000 senior marketing execs, only 6% of respondents felt that their "go to market" capabilities were "very good." In a blog post yesterday at the MarketingProfs Daily Fix, Ted Mininni says, "Huh?" "So much for laying the proper groundwork—you know—putting the proper strategies and tactics in place for bringing new products and services to market effectively," Ted writes. Quoting Marketing Daily, he adds, "Marketers are not taking advantage of all—or even many—of the tools available to them to create effective sales and marketing platforms. What's more, they know it—and they're not doing much about it." The study discloses that "despite their acknowledged deficiencies, the majority of executives are unwilling to stray outside of their comfort zone," Ted writes, adding, "Neale-May observed that the 'same old' proven marketing strategies might be effective, it's also important to embrace 'innovative new approaches.'" Given the recent emphasis in marketing on new technologies, communications platforms, global competition, and empowered consumers who talk to each other, Ted wonders, "What on earth are these marketers thinking?" Marketers no longer have the luxury of hiding behind the conventional anymore, Ted says, and he challenges marketers to leave their comfort zones and initiate some new programs—investing in some new media approaches to reach their customers and engage them in some meaningful dialogue. What's more, "how can these marketers who really are paralyzed by inertia—as this survey indicates—expect to gain the respect of their CEOs, CFOs and company presidents, if this is their MO?" "I'm willing to bet these same marketers smart about 'not having a seat at the big table' and 'a lack of respect,'" Ted muses. What do you think? Comment here.
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