Can PSF marketers alone make "Marketing" indispensible? No way!

I was surprised to see a revival of a 2006-07 discussion about how professional service marketers can increase their value. At the time (2006), the issue stoked me so much that I ended up writing an eight-part series (my last post in the series was this one) on what really makes a marketer an "expert."

Here's my comment on the topic. 

Mel, great points here. I mean that.

But you may be setting up marketers to be even more marginalized if you suggest it's all up to them to increase their value. (It's *way more* complex than marketers being "as compelling as possible," "diligent" or working hard to "establish your indispensable value to the company.")

PSF managers must also share accountability for improving the effectiveness of their firms' marketing, selling, and client-service processes, skills and suport functions. 

I think you should write a post about how PSF executive managers could do this. I made several suggestions about it in my book The Integration Imperative. But other minds (yours!) can add to the discussion. 

Comments

[Mel Lester]

Hi Suzanne,

Some topics never die. At least in the A/E industry, the subject of how marketers increase their value has gained renewed relevancy due to the recession. Marketers have been among the first to be shown the door in company layoffs.

I certainly didn't intend to suggest that "marketers alone make marketing indispensible." I simply was focusing on what steps marketers might take. The issue is far more complex, as I know all too well. I lived in that world for 20 years and continue to confront those challenges on a regular basis as a consultant.

But I am also living proof that you can sometimes change the paradigm. The advice in my post is not merely hypothetical. I moved up the ranks from marketing coordinator to BD director to firm executive with varied operational responsibilities. And I've helped other marketers substantially increase their influence and impact.

I find many marketers see only the organizational limitations, rather than the possibilities. But no doubt the marketing function will only reach its full potential with management commitment. I think I'll take you up on your suggestion to address how managers help marketers increase their impact in my next post.

Mel

[Matt Handal]

Hi Suzanne,

A couple things. I don't necessarily get your definition of an expert. You seem to set the bar lower than I'm comfortable with.

And although I realize its the Principal's business, I don't think you can cede your fate to someone else. We are marketers. We should be persuasive enough to influence the decisions of others.

The only person who can marginalize you in this world is you. And in this life, you have to give value before you get value. Nobody owes you anything. If you want something to get done, you make it happen.

You and Mel inspired me to write a piece here:

http://www.helpeverybodyeveryday.com/marketing-101/161-what-is-a-marketing-expert

Feel free to leave a comment!