Good Marketer, Bad Marketer
David Fallarme
VP Marketing @ Owner.com // Business goals → Marketing strategy → Growth model
I've always been obsessed with Ben Horowitz' timeless Good Product Manager, Bad Product Manager essay.
Here's my take on a marketing version:
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Good marketers have a clear narrative of how marketing drives revenue. Bad marketers resemble an internal content agency, because marketing is "where blog posts come from."
Good marketers build a strategy based on the business model and the target customer. Bad marketers have a list of ideas to try, based on reading case studies, listening to podcasts and from the input of other teams.
Good marketers recognize that marketing is an amplifying function. Bad marketers don't know when to change jobs.
Good marketers are great at marketing their marketing. Bad marketers lament that nobody respects marketing.
Good marketers have a developed opinion for what "marketing" should look, feel and sound like, and why. Bad marketers have no idea what is important to the customer, so they get overruled by outspoken non-marketers inside their company.
Good marketers think about organizations in terms of incentives and alignment. Bad marketers assume that Sales, Product or Engineering are being intentionally obtuse because they're just lazy.
Good marketers actively seek out context to understand the company strategy. Bad marketers default to blaming management for giving unclear direction. Bad marketers enjoy - and have a habit of - commiserating with colleagues.
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Agree or disagree? What would you add?
You can see my full version on The Marketing Student.
My addition would be a moral one where a good marketer will be stringent on what he or she is promoting while bad marketers will hawk anything if it pays. Marketers have to bear responsibility for creating trends (good or bad).
Marketing at TikTok
4 年Good marketers focus on the customer. Bad marketers focus on themselves.
NAVIGATING UNCERTAINTY - THRIVING IN DYNAMIC MARKETS. DM for Consultation. Portfolio Management and Investment Advisory. Advisor to Business Owners and Founders.
4 年In marketing, the characteristics and the ecology of the target market are crucial - generally and preferably and principally, demand volume and growth metrics are off the charts, challenging business entry conditions, and so, competition not fully developed, profit margins most likely attractive. Pls consider the case that a good marketer is simply lucky being in those conditions; a bad marketer is not and could be one who is giving his best, 'busting his ass,' in all aspects of the endeavour but was 'swimming against the tide, or the hidden current.' "Many are called; few are chosen." The Pareto principle. So, and but, understanding and scoping out the dynamics of the target market are key, as well as having deep insights into the elements to be eminently successful there; otherwise, move on, and keep searching for markets where you can win and be on top, constantly sharpening and adding to your skills. Never stop looking for where and when you can WIN CONSISTENTLY and BIG.
APAC B2B Digital Marketing Manager @ OVHcloud
4 年Average marketer?
Digital Marketing
4 年Good marketers focus on the message. Bad marketers focus on chasing the next 'trending' marketing channel.