"The evidence is there and the results aren't", says Mark Schaefer about the utter waste in global marketing. If you are a business leader, you are in for a good kicking. if you are a marketer or working agency side, you are probably going to hate this episode. 

#MarkSchaefer started his career in Fortune 100 corporates, he is an Adjunct Professor of Market at Rutgers and is author of the very excellent #MarketingRebellion. He is an outlier in the world of marketing.

Mark says that marketing has to own the answer to this question. "How do customers experience us in their environment?" Our customers are doing over 2/3rds of the job of marketing. Our customers are doing the marketing for us. HELP THEM TO DO THEIR JOB!

The job of marketing is to listen to the customer. You have got to be in the trenches. Whatever you think about your customer is probably wrong. Deafness to what matters to your customer means you are missing opportunities, alienating loyal customers and your reliance on #BigData that you don't understand means you are asking the wrong questions. The answers lie in #SmallData.

This is a blisteringly good episode. have all the leaders in your business complete this sentence ... "Only we ..." If you come up with several different responses, you don't have a marketing strategy!

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