In the October Issue of Marketing News, Jeffrey Hayzlett (@JeffreyHayzlett) wrote a piece entitled “Preparing for Battle.” You have to be a member of the American Marketing Association to read it, but it’s definitely worth noting.
Having been raised in a military family, he understands the discipline it takes to achieve difficult objectives. He’s even hired military experts to help his teams understand the operational efficiency necessary for victory.
So we’re not going to battle against Jeffrey; that would be foolish! We’re here to tip our helmet to him in agreement; we’ve been saying for a few years that a Marketer’s world is that of combat – combat against the competition. Instead of bullets you have content. In lieu of “boots on the ground,” you have a sales force. You’re trying to deflect your enemy and conquer the mind and cooperation of the customer. And when you lose, lives are not lost, but livelihoods can be destroyed.
So read the article (or join AMA if you haven’t yet done so) and start thinking about the engagements that you’ll be having in your theater of operation.
Jeff, we hope you can take this in stride and we are not implying that you’re a Minnesota fan. Us east coasters know that Montana ain’t the same… 😉