Changing the way people think about marketing and communication.

Causing people to think differently about anything takes patience and courage.

I have no idea whether I'm alone in this community in wanting change but I doubt it so here is a forum where we might debate the methods and techniques that work. What really works for us in changing the way this industry is viewed.

My basis for even wanting to debate this is founded on the perception of this industry in certain areas and how we can continue to improve it. How can we deliver the true value of what we do and ensure that our clients see increased value and professionalism from the practitioners.

So to begin here is a couple of challenges.

Why are there so few marketing professionals on the boards of senior companies?
Why is there such a wide misunderstanding about the value of marketing and communication?

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1. At 15 Oct 2007 23:00, whatstheworldcomingto wrote:

My early career had very little to do with marketing and communication, and I recall quite clearly the deliberate obfuscation by marketers of their work, striving to achieve the typical specialist's aim of staying special.

We're now reaping the dividend of those years of mystery making. Moreover, we're working harder than ever to make "digital" appear more of a black art than offline by inventing new words, new phrases, and the inevitable acronyms. And whilst it seems at odds with this point of view, Jayne Chace's post here has some truth in it as well.

https://marcomprofessional.com/posts/jayne.chace/ubiquitious-marketing-expertise

Overall, the concept of being a Chartered (professional) marketer, of whatever ilk, doesn't seem to be keeping with the times.

Modern board directors are expected to provide clarity, insight and leadership. Marketers would rather sit outside the circle, steering clear of the onerous responsibilities company directorship brings, dangle the odd contribution into the debate, and then sit aloof should anyone question their recommendations.

It's time marketing became more integrated, just not as a discipline itself, but integrated into business. It's the only raison d'etre.
2. At 16 Oct 2007 10:05, Jay O'Connor wrote:

A great question - and one that needs serious debate. Whilst a board can be made up of executive / functional specialisms, there is also a horizontal layer of strategy, risk analysis, financial acumen and market expertise. Marcom professionals should be (and usually are) hooked into the market but perhaps there is a lack of engagement in the other core board disciplines. Fundamentally, language is a barrier - the language of the board is different to that of the marcom professional. We have to educate and elevate our discussions. I'm a marcom professional and a Chartered Director, and sitting around the table with other board directors was a stark reminder of just how far removed the communications function is. This then contributes to the misunderstanding about the value of what we do.
3. At 16 Oct 2007 10:54, John Caswell wrote:

These comments resonate highly.

It's ironic, given its expert role, that the brand of marketing and the resultant vocabulary has itself fallen into disrepair.

The industry, and this is highly generic, suffers because of this mystery and elitist making habit. Couple this with a lack of courage to get engaged? Hey presto. A major reason why I left the industry those years ago.

So some threads emerge:

1. Vocabulary - Language is most certainly a massive inhibitor and we must do something about that. The industry is dazzled by acronyms, methods, fads and bandwagons. Not unique to this industry but its very good at it and of course packaging it and promoting it. Return to plain English?

2. Courage - When faced with the opportunity are the marketing professionals able or empowered? Are they even invited to the table and if there believed in because of the years of aloof or unpreparedness to engage? Of course not (doh!)

whatstheworldcomingto(WTWCT) makes this clear in a really important way with this shirking nature of many professionals, so true - again something that perpetuates the malaise and creates its own downfall in terms of the brand we now have.

3. Wider Context - Beyond the vocabulary and both Jay and (wtwct) make the point very well marketing folk resist the challenge to integrate or embrace the ‘other’ connected facets of the overall strategic intent far too often and even when just thinking beyond marcom would help. In my experience though it will be critical for the expert to have deep belief, confidence and credibility when using/working that wider and more knowledgeable strategic context. Don't try this at home.

Not sure I have added anything at all but I feel better.