Marketers today don’t have the relatively simple tasks of informing, persuading, or reminding. Salespeople don’t have the relatively simple task of convincing someone to buy from them. For both of these functions, the challenges today aren’t about outgoing messages at all.
Marketers talk a lot about differentiation. The problem is that their processes can be a little self-centered rather than customer-focused.
It can be easy to fall into the trap of thinking that marketing is all about your organization. But sharing what you stand for has to go beyond telling customers what to think about you.