“Nothing” – What Does Marketing Do?

An awesome Product Manager will design themselves out of the picture. They aspire to be irrelevant. They trend to “Nothing”.

I’m going backwards thru my backlist of “What Does Marketing Do?”. This is #5. /enjoy.

When I started this series I wanted to the say the following things, but I kept getting off track.

  • In an ideal world there would be “nothing” for people with marketing titles to do.
    • Each department would “gather & coordinate” all the information needed to develop the product that sells itself.
  • In the “real world” Marketing peoples tasks are all about “passing & playmaking“.
    • They keep the ball/puck “in play“, put it “where it needs to go“, and most importantly they “let go“.
    • The “glory guys do the scoring”. (Exec, Sales, Engineering)
  • Steve Nash & Gretzky are the “sports analogies”.
    • This presents an extreme challenge for companies because a Nash, or Gretzky, only comes along once a decade. These types of people are very difficult to find, develop, recognize, reward, etc.
    • These guys don’t look the part of “star”. Gretzky & Nash are the scrawniest guys on the playing surface … most great Marketing people share the same traits … they have great stats (if someone actually collects them ), but they don’t look the part.
    • Marketing departments are “scrawny” and don’t have the bulk to do the glory. Marketing departments are very small relative to other departments. This is not a bad thing (just a fact )
  • This “highly skilled unselfish play”, “lack of bulk”, and “secondary glory” is hard to live every day. Thus most marketing departments bias themselves towards “sales” or “engineering”. The tasks are do-able and there will be a chance to share in some glory.

Note: In re-reading this … it appears kinda harsh. I’m not trying to be pessimistic here. I’m just trying to get at some of the fundamental challenges of working in marketing departments. I know that understanding the above “really” helped me many times.

The full series can be found in the “here

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