It takes more than advertising to TRULY grow a company.
There are three kinds of people: Salespeople, Marketing Professionals, and a Business Consultants. Who do you think you’d want to do business with?
Not all Account Executives are created equal
Advertising and marketing has evolved into a world that barely resembles the good old days of Madison Avenue. Today marketers have more media options, more measurement tools, more sophistication, more self-control and more confusion trying to connect with consumers. Unfortunately there is one other noise factor, the salesperson.
This illustrates three main types of people who sell media:
Media Salesperson: This is anyone who is employed by a media company, whose job is to generate revenue. All they need is a car and a telephone. You can often recognize these people when they show their latest ranker/ratings etc. These people are driven by their employer and commission payouts. They don’t understand marketing, they don’t know your business and truthfully, they don’t really care.
Marketing Consultants: These people understand how to use media to effectively connect marketers with consumers. These people know that their medium, their site/publication/station/billboard etc. are not the only way. They are empathetic with the marketer and objective in finding the best way to connect commerce and consumers. Effective marketing and creating valuable experiences for the marketer drive these people.
Business Consultants: These people understand how to produce direct revenue for the marketer by using effective marketing through a variety of media options. These people not only know what an average sales means, closing ratios, profit margins, revenue streams, ROI etc., they NEED to know this to be effective. These people are hard to find, but they are the difference between “spending” money on advertising and “investing” in marketing. Generating revenue to fuel the marketer’s organization and creating ROI is what drives these people. They truly make a difference.
So ask yourself, whom are you listening to?