When Adam Gray and I were in Australia recently, I did some videos with a friend of ours, John Smibert https://www.linkedin.com/in/smibert/ – John is worth checking out if you don’t know him.
In the video, I talk about the demise of sales and marketing as we know it.
The responses to the video are interesting as they all talk about the “past” world of marketing and presenting that as the future. As if the world, before the internet, social and mobile is the same as it is now.
After my, Engineering qualification, I was hungry to understand about business and was recommended the book “In Search of Excellence” by Robert Waterman and Tom Peters. Later on in my career, I was recommend the book “Good to Great” by Jim Collins.
If you haven’t read them, the books describe, what makes up a great company and gives examples of those companies. Companies like DEC (Digital Equipment Corporation), Compaq, Kodak are all provided as unbeatable companies that have amazing best practices that we should all copy. At this point, I’m guessing you have got where this is going.
The very companies that were seen as good and great, don’t exist anymore.
That is why in the digital age, we cannot rely on the past to predict the future. In other words, “what got us here, won’t get us there”.
This interview with Jeff Bezos from 1999 is a great example of where somebody is creating the future by not doing what has gone in the past.
Through this lens, let’s relook at sales and marketing.
While Billions are spent on advertising, people go out of their way to avoid advertising, it is an intrusion. I was at a Martech conference recently and before my talk I asked the audience to stand up. Then I said, sit down if you remember the last three adverts you consumed. Of course, nobody sat down.
Ad-blocker growth is 30% year-on-year and in some geographies this is 70%. Companies like Adidas at the Football world cup, pulled back on advertising and have decided to focus more on social, as they know this is where their audience is.
Unsolicited emails and cold calls, thankfully legislation such as GDPR has helped to kill these nuisances, we also have technology to help us. Everybody who cold calls, now know that do this. but the process is less efficient and effective as to modern digital methods.
The world is changing and changing faster than we ever know.
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