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February 25, 2008

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Kelly

David,

You really hit every nail on the head here. Two things that really struck me: "Customers don't expect much." True, because customers have become conditioned not to expect much. I definitely don't think it has to be that way, but the bar is wonderfully low for anyone who wants to work on all the touchpoints in harmony as you discuss here.

"I think most of what I've listed here is fairly obvious and clear to most marketers." I don't. I think tunnel vision is a large hunk of the problem. Rather than seeing all the parts as making the whole, a lot of marketers are just order-fillers, giving what the client wants instead of telling them what they may need. It's harder but infinitely more rewarding for the client (when they listen) in the long run.

A great post as always!

Regards,

Kelly

David Sherwin

Thanks for the kind words, Kelly.

I agree with your second point wholeheartedly -- if marketers are working hand-in-hand with the business strategists in their company, then making these kind of integrated sales experiences aren't very difficult.

But if marketing is reactionary and only in response to immediate sales needs, then you aren't doing a very good job of building up brand equity, and in the end, a more valuable business.

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