Yesterday I began addressing the issue of a senior marketer's tenure at a professional service firm in context to the issue of defining success. Here's the second pitfall as outlined in a post about a new book called Sink or Swim, which says (in so many words), "You have 12 weeks to get it right with your new boss." My comments are in red.
- They fail to decipher the culture of their new company including how to tailor their communication, image and contribution in a way that it will have positive impact. I don't see this as a problem for professional service marketers. Because most have for so long been focused on the "communication" and "image" aspects of marketing (since professional service marketing began to be recognized as a field twenty+ years ago), this is as natural as breathing. Sure, I don't know any who are industrial psychologists or organizational behaviorists, but tailoring communication and image for positive impact is a slam dunk.
It's tomorrow's pitfall -- the third of three -- where I see big problems for professional service marketers, especially as the push for Marketing ROI heats up.
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