The Goal of Marketing
Filed Under (Small Business Marketing) by Gogo on 08-11-2009
The goal of marketing…
In my time studying and researching the arena of small business marketing over the last 13 years, I’ve read all kinds of opinions on “the goal of marketing”. Including statements like…
“The goal of marketing is to obtain competitive advantage” –
In my opinion? No good!
Another source says,
“The goal of marketing is to drive sales” –
In my opinion? Better, but not there yet!
In my opinion the ultimate goal of marketing as a business function is to turn the process of turning a profit from an art to a science, from guesswork to system, from happenstance to algorithmic certainty.
Seen this way, competitive advantage is a by-product of good marketing and not it’s goal, driving sales is only part of the goal.
A business is merely a system that turns a set of inputs into desired outputs (profit). Marketing can help even out the variance in the performance of this business system by bringing predictability to revenue flows (systemized lead generation, continuity membership programs, etc) and predictability to prospect conversions.
Integrated marketing systems, automated marketing systems and internet marketing systems are all examples of how predictable marketing messages and behavior (delivered by systems), and predictable performance (such as those of robotic websites, autoresponders, etc) can create predictability of revenues and profits.
If marketing in your business has not been streamlined and integrated in such a manner that it can be referred to as a system, you should do so today… your business will be better for it, and so will your bank account.
I’d like to hear your thoughts on the ideas expressed below. Thanks
P.s. We install integrated marketing systems in your business, in an easy-to-understand manner. We offer value upfront, and we charge on a per-project basis.
