Saturday, August 14, 2004
Strategy : Make Love not War
Adversarial relationships between sellers and buyers are pervasive. Need more proof, consider all of the war language used by sales and marketing. Attack the market, target customers, guerrilla marketing, and scorched earth campaigns. Too bad the customers end up as collateral damage.
We need to change the conversation. We need to be on the same side of the table with our customers and help our channels become more successful. Maybe a different metaphor than war? Start changing the attitude in marketing. This is the group that creates and communicates with employees, channels and customers.
Scott Karren, The Channel Pro
1 comments
Adversarial relationships between sellers and buyers are pervasive. Need more proof, consider all of the war language used by sales and marketing. Attack the market, target customers, guerrilla marketing, and scorched earth campaigns. Too bad the customers end up as collateral damage.
We need to change the conversation. We need to be on the same side of the table with our customers and help our channels become more successful. Maybe a different metaphor than war? Start changing the attitude in marketing. This is the group that creates and communicates with employees, channels and customers.
Scott Karren, The Channel Pro
1 comments
Comments:
Yes, these war metaphors are agressive. I believe that they are most appropriately used when referring to competitive strategies where we are at war with our competition. You are right - the war metaphor doesn't work with the potential customer as it sets up an adverserial atmosphere even when the terms are spoken internally. Changing the conversation means that we work with our customers to help them succeed with their various business initiatives. ANd we do this as we obliterate our competition - wisely, of course!
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