Most people’s view of Marketing is limited to advertising and related constructs. Seth Godin in a recent blog post reminds us of that. He also presents a visual construct and recommendation for solving Marketing problems. I agree with his construct. However, he is missing a key element: a discussion of who should “move one circle in.”
The problem for many companies is that their Marketing expertise is limited to the outermost circle and they do not have people on-staff who can think effectively or have the skills necessary to handle those inner circles. Recognizing they are a critical part of Marketing is step one. Getting access to the talent needed to operate there is step two. If you’d like to read more about our take on this you can download a free white paper on the subject.