(Episode 482; 11 minutes 12) Marketing is a broad discipline that means different things to different people. When I went to college we were taught the four Ps --- product, price, place and promotion. In Australia we're often the sales arm for international organisations with the local branch office told to sell what they've got. That means for many companies marketing is based entirely on promotions --- creating nice looking ads, or maybe tweaking international campaigns. This makes marketing a fairly junior function within a business and in many cases the marketing team is measured on contributory measures to sales, rather than the top-line sales figures. For example, a marketing person might track phone responses but not be too concerned about the conversion rate because that's the job of the sales team.
Ogilvy has started a campaign on YouTube to find the world's greatest sales person. It's a recognition that many marketers seem to have forgotten about the true measure of their performance. To be a great marketer you need to be a great sales person.
For a local perspective I talk to Mike Daniels, managing director of Ogilvy & Mather Sydney. Does he think marketers and agencies have forgotten about selling?