{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Revenue Growth Engine Audioblog","title":"MBWA-Marketing By Wandering Around","html":"","width":"100%","height":180,"duration":261,"description":"Hubert Joly became CEO of the electronics retailer Best Buy when the company was a mess. He tells the story of the turnaround in his book, The Heart of Business. Before he went to the corporate office he went to the stores. His goal was to get his finger on the pulse of what was happening with employees, managers, and customers. The knowledge he gained combined with his leadership skills led to one of the most notable turnarounds in American business history.\n\nSimilarly, marketing can support sales by getting out of the office and listening to what’s happening in the field. Tom Peters, author of the classic, In Search of Excellence, called this MBWA: Management by Wandering Around. \n\nI think what we need is more MARKETING by Wandering Around.\n\nOne of the best things marketing can do is to get out of the office and in front of current customers. As marketing gets out of the office and into the field (or Zoom room) with prospects and clients, three things happen. \n\n1. Escape the Trap of Generic Messaging\n\nBy wandering around, marketing discovers the specific issues going on in the field. They hear the specific outcomes. They feel the pain and frustration. They sense the nuance of the emotions involved. (After all, buyers buy on emotion.)\n\nThis is critical in a dynamic economy. Right now, generic marketing messages (“We can help you improve productivity while reducing overhead expenses!” are just static noise. \n\nWe must be current, relevant, and specific. When we talk directly with clients and prospects we discover the specific words and phrases they use. These become the x-factor in creating relevant and compelling content.\n\n2. Align With Sales\n\nThe second thing that happens from MBWA is marketing begins to understand the challenges salespeople face in moving deals forward. This gives clues as to how marketing can move beyond lead generation to support the entire net-new sales process.\n\nAs marketing sees the obstacles and hears objections, content can be created to...","thumbnail_url":"https://img.transistorcdn.com/-Y1T4ULeBpn6lGv6d3tFa4TyS4UJ10YWTvMqKxiGG_Y/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzM4MDQ4LzE2NzY5/MDY5MDQtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}