— Protestant hymn
Most executives don't know it, but business strategy and marketing strategy are on a collision course.
- A business strategy comprises proven rules.
- A marketing strategy comprises broken rules. At least, it should.
Digital marketer Mitch Joel calls it "getting over the lazy."
Sadly, most marketers hope they can manage—or, more precisely, administer—their way to success by bossing around agencies and in-house teams, Joel says.
But that's just "the lazy."
"Maybe 'lazy' is a bad choice of words," he says in Cntl Alt Delete, "but a majority of marketers are simply doing everything that they have always done. The easy path. The road that was laid out by their predecessors."
The beaten path's lazy—and lazy's the reason CMOs survive only 26 months.
"There is no doubt certain strategies and tactics work, but it's the lazy mentality that will take you down."
The beaten path's lazy—and lazy's the reason CMOs survive only 26 months.
"There is no doubt certain strategies and tactics work, but it's the lazy mentality that will take you down."
