Leave a comment
Get the GH Bookmarklet

Ask GH

I've been thinking that in order to remove (as much as possible) the customers feeling that they are being processed through a marketing funnel, should all communications come from the sales team rather than marketing (i.e. ghost writing)?

My thoughts is that this elevates the sales team and execs as a thoughtleader in their industry but does this harm a marketing professionals career? (because it would result in less content they could point to as their authorship on a CV)

  • JA

    Justin Adelson

    almost 4 years ago #

    If I understand your question correctly you believe that the marketing component of a company should be a stealth entity - sort of like a talented singer performs behind a curtain while an attractive singer lip-syncs on stage. I agree that a prospect should not feel like they are being processed through a marketing machine but the marketer's role is to drive exposure and sales leads for a company, not to improve the brand of the execs or sales team. The term "thought-leader" is one that is given to a person through the contributions they give to the community; if someone receives that designation through someone else's hard work it can lead to consequences that can hurt their reputation. It would look very bad for a company or person if they were questioned about relevant topics and could not respond as expected.

    Regarding your point about harming a marketing professionals career, most marketing content on a website (sans blog), Twitter feed, or advertisement is not credited toward one specific person - it is the property of the company. The best marketers know how to measure the success of their work so even if they do not get direct credit for what has been published they can still report how their contributions drove value and impact for a company.

  • AM

    Amanda Milligan

    almost 4 years ago #

    Maybe I'm misunderstanding the type of communication you're talking about, but until someone has reached the bottom-of-the-funnel, I don't think potential customers should feel like they're talking to sales OR marketing.

    But that doesn't mean they're "invisible," per se. When done well, marketing and sales people are just brand representatives. Customers should feel like they're interacting with humans associated with the brand, and at that point, their positions don't matter much.

    How do you do this?

    Anyone interacting with customers should be helping them solve whatever issue they're facing or answer whatever questions they have. As long as this is happening (and you're not trying to push the customer into buying while not helping/answering), you should be good to go.