Marketing’s 2017 #EpicFail

Tony Compton, Managing Director
GettingPresence

Pardon me. I was daydreaming.

I just sat down to put pen to paper and the phone rang.

My Caller ID said it was a Chief Marketing Officer.

I thought I should answer.

Here’s how the call went:

Me: S’up?

CMO: Tony. I just heard you’re gonna write an article about marketing’s epic fail in 2017.`

Me: Yeah. <with chuckle>

CMO: I heard you’re gonna tell everybody that the epic failure is marketing’s utter neglect of addressing public speaking, presentation and personal communication skills throughout the company.

Me: Yep.

CMO: How is that marketing’s fault?

Me: How is it not?

CMO: Haven’t you heard? Marketing is all about data. And technology. I’ve got to chase down every last bit of customer data across every channel of customer interaction and make it work.

Me: I read that somewhere. A few dozen times I think.

CMO: My digital marketing managers are working constantly on connecting with customers on their mobile devices. On the web. Everywhere.

Me: I’m sure they are.

CMO: So, WTF? How do I have this communication problem?

Me: Where’s your next trade show?

CMO: Vegas. Next month.

Me: How many shows and events did you do this year?

CMO: 10.

Me: What’s your trade show budget?

CMO: Over $2M.

Me: How many company staff were in your booth for your last show?

CMO: 20.

Me: Doing what?

CMO: Giving demos, presenting on our booth stage and on the educational platform.

Me: Did you get them ready to speak at the show?

CMO: No, but we offer a two-day presentation training course once a quarter at our HQ. All are welcome, if they get permission and can get there.

Me: So how many out of the 20 at your last show attended the last training course?

CMO: 2.

Me: What about the other 18?

CMO: Don’t know. They’re from sales, product development and service. Not my problem.

Me: Yet it was your show budget, your metrics, your marketing departmental performance.

CMO: You could say that.

Me: So when you have any public-facing event, who’s responsible?

CMO: I am. Marketing.

Me: Webinars?

CMO: Marketing.

Me: Sales Enablement?

CMO: Marketing. But you can’t put that one solely on me.

Me: I’m not. But if you’re truly enabling sales, how is that possible if you don’t know the sales people can speak to your content?

CMO: Dunno.

Me: What about road shows?

CMO: Marketing.

Me: Speaking to media and the analysts?

CMO: Marketing.

Me: Your annual customer conference?

CMO: Marketing.

Me: Getting your customers, executives and partners ready for that conference?

CMO: Marketing. But they don’t want to practice their speaking. They feel they don’t have to.

Me: So I saw that live video stream from your last show. Right in front of your booth.

CMO: What about it?

Me: The marketer you put on camera using that smartphone. Ever do that before?

CMO: No.

Me: It showed.

Me: What about those ebooks you produced?

CMO: What about ‘em?

Me: Did you listen to them?

CMO: Yeah, why?

Me: It’s incredible what you can do with a tin can in a concrete room and a back office.

CMO: They’re good enough.

Me: If you say so. Just LMK if anybody ever responds to those.

CMO: Look, we offer a once-a-quarter presentation training course. What’s wrong with that?

Me: Nothing, if it’s any good. But then what happens?

CMO: With what?

Me: With the effort to help your team with those presentation skills.

CMO: It’s totally up to them what to do. I’m not responsible.

Me: I think you are.

CMO: How?

Me: Where do the people at your company go anytime something’s up with trade shows, events, webinars, road shows, the media, analyst and investor presentations, multimedia, podcast and streaming production, demos, speeches, interviews, customer and partner events, sales enablement, product launches, commercials and mobile video?

CMO: Marketing. But you’re being repetitive.

Me: Similar to the way your staff repeatedly uses the word AMAZING to describe anything and everything your company does? Or repeatedly lifts the ends of their sentences when they talk during a presentation? Sure, I’m grouping it all together but there are subtle differences in all of those examples. You should know that.

CMO: Um, well, I, you know, uhhh… you know, that’s out of my control. Right? We hire professionals who should know how to speak in public before they get here. Right?

Me: Wrong. Michael Jordan was the best in the business. Yet he was the first one to practice and the last one to leave. Yet you offer no such support, practice or initiative to those who want to stay sharp. Even those who already are great public speakers.

Yet you say your full-time job as a CMO is data. And content? But no assurance that the content can really be used by anybody. I still don’t know how you can call that sales enablement. Dumping content on somebody isn’t enablement. Where do your employees go for help with their presentation skills? And I don’t mean making prettier slides…

CMO: Again, we have that presentation training course.

Me: Yes, a one-time generic course that does the basics. If it’s any good. It does nothing to get your team prepped on a regular basis. And once that course is over, the learning largely stops.

CMO: That’s the way it is.

Me: What about your January sales kickoff?

CMO: What about it?

Me: Who’s leading that?

CMO: Sales. Marketing has its usual 30-minute spot on the third day of the kickoff.

Me: Exactly.

CMO:

Marketing’s #epicfail has its origin decades ago.

People have been complaining about rotten, boring presentations for as long as I can remember. Eye chart slides, feature/function and product-centric material.

Speaking in public is people’s Number One fear. 2017 was no different.

In recent years we’ve accumulated more and more business and customer channels of interaction. More sales and marketing channels. Instead of just standing on stage in the 1960s, or in front of a client meeting in the 1970s, we’re now faced with a camera in every pocket, surprise live video, bad content reproduced and repurposed into multimedia formats, all orchestrated by the “good enough” communication culture.

It shows.

To top it off, in 2017 we had the avalanche of mobile video, streaming media, live video apps, interviewers who aren’t, cringe worthy media productions, and wanna-be video producers combined with the supervision of amateur digital marketers who have become even further removed from any human interaction. All chipping away at the branding, reputation and credibility of their companies.

Article after article informs us all that video marketing is now king. The information flood contains infographics on how to use video. The tech trade show session tells everything we need to know about a successful webinar. Except who is on the phone, on camera, on the microphone, on stage and responsible for engaging the audience.

Guess who’s responsible, CMO?

Let’s remember those absent executives who don’t know, don’t want to know, and won’t return until January 8, 2018. Put it all together and you have:

Marketing’s 2017 #EpicFail.

I’d better start writing that article.

For more on Challenging the Status Quo of #Marketing and #Presentation Groupthink, follow me on Twitter: @tonycompton, @GettingPresence

For immediate #presentation & #publicspeaking tips, visit the GettingPresence website.

Look Out: Bad Audience Behavior Has Escaped the Cinema!

Tony Compton, Managing Director
GettingPresence

 

Rude, disrespectful, self-centered and ignorant behavior has become symptomatic with attending any movie. There are those in the movie-going audience who bring the absence of common sense. But as I’ve been told, common sense isn’t common anymore.

Go to a movie. Any movie. Chances are decent that you’ll sit near that person, or couple, or group of friends who talk during the previews. Or during the movie. Even greater are your chances that you’ll sit behind that person who texts during the previews or during the movie. You know the one: he or she could be sitting five rows down on the other side of the theater and decide to start texting friends. With a 5” smartphone screen designed to be a guiding light in any emergency.

I think you’ll run into more problems going to see a Midnight horror movie with a younger adult audience than you will with an older group seeing Murder on the Orient Express, but no one group has the exclusive title for rotten, annoying attendees.

Granted, some theater chains make a point of enforcing a no talk, text or cell phone rule. Alamo Drafthouse seems to be doing a nice job of it. And this viral video has made the rounds…

But I’ve never been to an Alamo Drafhouse. Others chains such as AMC and CineBistro play those friendly reminders during the previews not to be rude during the film. I’m not sure they really help. Two weeks ago, the lady seated to my right was too busy playing on her phone to see what was on the screen.

Years ago, one regional theater chain in the Midwest used to have a live, in-person usher stand, welcome the audience, and ask everybody to make the necessary adjustments to their mobile devices. That seemed to help, before that chain got bought out. Now they don’t do that anymore.

Breaking News: Be on the Lookout for Bad Behavior at Meetings, Trade Shows, Conferences and Events!

It’s all around you. Like Tom Skeritt’s character Captain Dallas found out in the original Alien film of 1979, it’s moving right towards you. But look out! If you say anything about it to the person causing the problem – you may be the one to blame!

“It” goes hand-in-hand with our “me first” mentality which has permeated so much of society. And by bringing your self-centered attitude with you to the business environment, you:

Prohibit others from hearing the speaker:

You may learn in a modern way, with modern devices, but there are people sitting right next to you in a crowded room trying to listen. The way you bang on your keyboard or mobile device screen is loud and annoying. Once in a while notes are acceptable, but you’re not a court reporter. And the way you check e-mail and take notes and tweetand make noise is distracting.

Prohibit others from learning:

We’re sitting behind you and can see everything you’re doing on your screen during the presentation. Email, PPT, and web surfing and shopping. If you don’t like the speaker, get up and leave. Don’t shop online. It doesn’t help that you’re working multiple devices on the table in front of you, either.

Prohibit others from concentrating:

Could you be a little quieter and/or neater when eating in the meeting room? Yeah, I know food and coffee and dessert and sometimes more come with the business meeting territory, but use your judgement. And would it be too much trouble to clean up when you’re done?

Prohibit others from seeing: (Part One)

Want to take a picture of the presentation, and of the presenter(s)? How about a video? Better yet, how about live stream the video – probably without permission?

Great!

Here’s how you do it:

  1. Grab your smartphone with both hands.
  2. Hold it horizontally for that landscape look.
  3. Now stick your arms and hands in the air, and hold your phone up there like you just don’t care.
  4. Leave ’em there like you just don’t care.

Because you don’t.

People are sitting all around you. Behind you. They’re trying to watch and learn, too, you know…

They paid good money for their tickets. To attend that event.

You may not care about spending your company’s money to attend events, but they might.

And I sure as hell do.

Try asking those around you for permission you before you block their view for an indefinite period of time.

Now get your phone out of my face.

Prohibit all from seeing: (Part Two)

This one isn’t for the audience. It’s for the event producers with an “I don’t give a damn” attitude about the entire audience. I love – absolutely love it – when I see somebody share a conference room picture or a trade show video from a session room with 30 rows set classroom style only to have a panel discussion or a one-on-one conversation on a stage three feet off the ground. Lounge chairs on stage, and everybody beyond Row 3 can’t see. Way to provide value in attending. People don’t pay to watch a screen behind or to the side of the stage. That could’ve been done at home.

Prohibit somebody from taking a seat:

Call me old school and traditional, but a gentleman should offer his seat to a woman. Or a disabled person. Or a senior citizen. Stand up. Make room. That’s what I was taught growing up. On the bus, train, or the classroom. I’ve walked into plenty of sold-out, jam packed convention halls and I’ve seen attendees stand and circle the back walls of the hall because there are no available seats. I’ve seen people sitting on the floor. But it’s hard to recall the last time I saw a man give up his seat to a lady. I’m sure it’s happened, but not nearly enough.

A few years ago I attended a Broadway performance at Studio 54 in New York City. (That club you’ve heard so much about from the 70’s is now being used for Broadway performances. It’s a very, very nice theater…) The moment the house lights went down a young man in the row behind continued to use his phone. It caught an usher’s immediate attention.

The usher’s instruction to the young man was clear:

“Turn off your phone. Now.”

(several moments passed)

The usher repeated, “Now.”

The phone was turned off.

Damn right.

Give that usher a raise and usher him to the front of the of line of human beings waiting to be cloned. Offer those clones high paying jobs throughout the business meeting world.

You may feel as if you have certain “rights” to do what you want to do when seated in an audience. But just because you can doesn’t mean you should. And I’m not suggesting all audience members sit on their hands and remain perfectly quiet for the duration…

A theater usher shouldn’t have to be the one who teaches business professionals the meaning of the words courtesy, awareness, etiquette and respect.

But it does seem as if somebody, somewhere, is teaching people the meaning of one, much smaller word: Me.

If it’s you, please stop it.

Now.

For more on Challenging the Status Quo of #Marketing and #Presentation Groupthink, follow me on Twitter: @tonycompton, @GettingPresence

For immediate #presentation & #publicspeaking tips, visit the GettingPresence website.

Did All 238 Proposals Ignore Video Marketing Best Practices?

Tony Compton, Managing Director
GettingPresence

The brick walls in your city look similar to the brick walls in my city…

According to Amazon, the company received 238 proposals from cities and regions in 54 states, provinces, districts, and territories throughout North America in response to the opportunity to land the company’s second headquarters. The list of The Salivating 238 is currently being evaluated by Jeff Bezos and crew and will soon be significantly reduced. A short-list of those still in the running for #HQ2 is expected early in 2018.

The gold-rush mentality that swept North America this Fall has been interesting to watch. Right up until it took the sum total of about two minutes to figure out that so much of what you were taught about sales and video marketing was violated by so many of those who can only fantasize about getting the final rose from Jeff Bezos.

How?

ZERO Differentiation

Cue the commoditized feel-good, warm blanket safety videos. It seems as if every one of the 238 proposals has a two-minute Chamber of Commerce video attached to it. I get it. There’s nothing wrong with being proud of your city. Except this is competition to WIN. Not to attract more tourists.

I ran across a site that grouped together a bunch of the HQ2 video submissions. I bit, and checked out the content. I viewed one or two videos. Then a few more. I started to click on and off faster. To channel surf among the videos quicker and quicker. I felt as if I was watching city-branded videos produced by graduates from the same media production class using the same generic, Xeroxed template.

Skyline shots. Buildings. People. Fast moving pedestrians. Shorelines. Blue skies everywhere. Plus I dig those camera angles from fast moving videos where somebody is flying low in a helicopter over a body of water, racing to the shore while panning up to display the panoramic view of a metropolitan area on a gorgeous summer day. Can’t seem to get enough of those. The videos made me think of that, though I can’t be sure if that type of shot is actually in any of the videos. (I bet it’s in at least one of them!)

I saw boxes. Lots of brown boxes in one video. Or was more than one video with those brown boxes? Plus nice looking offices with advanced technology. Or so they claim. Flashing graphics. One, to the next, to the next, to the next… the videos stared to blend together. I didn’t watch 238 videos. Didn’t have to. I only watched a representative sample. But the message was clear: every town, in every part of North America is a great place to live and would be a great place for Amazon’s second home.

If I was trying to persuade the Recreational Club of Millennials in Western Iowa to send a group of tourists to spend a weekend in downtown Chicago with one of those videos, fine.

This isn’t that. This is a cut-throat, ruthless, winner-take-all business competition.

What Else?

Focus on Feature/Function

Today, there are two types of people in sales and marketing: Those that have received the message that you should not focus on feature and functionality in your marketing presentation and sales pitch (certainly not lead with those) and those who got the memo and continue to choose to ignore it.

The HQ2 videos I saw were either ordered by or produced by those who ignored the memo.

The HQ2 videos featured buildings. Lots of them. Buildings that could be in Anytown, USA or Downtown North of the Border, Canada. If you covered the name of the city on the video label and just presented the raw footage, you could play Name That Town!

No doubt Mr. Bezos knows the differences between visuals from Midtown Manhattan in New York and Michigan Avenue in Chicago, but I’d wager that the contrast among the 238 becomes fuzzier and fuzzier as the content reel rolls on.

But what are Features without some Function?

Transportation? Check. Anytown can get packages from here to there. Get people from to and from work. Roads, stoplights, fast moving, whizzing-by lights… Got it.

Technological advancements? Check. Anytown has computers that help get packages from here to there. Send and receive email. Connectivity to electricity.

So on and so forth…

Not to belabor the point about feature and function, but it’s similar to marketing and selling software. There’s usually a commoditization among tech products and solutions. The pitch and presentation has to overcome it. Differentiate from the rest of the field.

Commoditization can also found among the cities competing for HQ2.

Their videos I watched did not overcome it. They did not differentiate.

But I’m sure the videos instill a measure of civic pride. Something to show at the downtown luncheon where everybody pats themselves on the back while 20 stand on stage and claim credit. Until they finish second. Or are Number 238 on the final list.

Kudos to the folks at Amazon who have to stay awake watching those videos.

238 x 2 minutes for each video = 476 minutes. That’s almost eight hours of video content that looks, sounds and feels the same. That’s if every proposal had a video attached to it and if every video is two minutes in length. But that’s not counting the in-between breaks.

More, those videos are going to be front and center in this competition. They’re likely to be first up in any virtual or in-person presentation. They’re the safety valve. The default starting point and mandatory path of least presentation resistance.

Imagine the team of civic and hometown business leaders crammed into the presentation room on the day of, pitching their glorious city. The mayor says:

Good Morning, we’d like to start by showing you a video that brags about our town and why we’re the best choice…

Press Play. Game Over.

 

For those who want to WIN this type of competition, differentiate. If you’re going to use video and launch into your presentation with it, you’ll need to differentiate that, too.

I’m (somewhat) surprised at this. How did those producing video submissions not know that every other city in North America would be producing the same type of video for every one of their proposals? It’s like having the other team’s playbook and still losing the game.

This is a cut-throat, ruthless, winner-take-all business competition.

But isn’t every sales pursuit?

Then why were those HQ2 videos designed for corporate travel agents and the monthly business luncheon?

 

For more on Challenging the Status Quo of #Marketing and #Presentation Groupthink, follow me on Twitter: @tonycompton, @GettingPresence

For immediate #presentation & #publicspeaking tips, visit the GettingPresence website.

The Debt You Owe Your Audience

Tony Compton, Managing Director
GettingPresence

 

The problem with the corporate groupthink approach to all of your company’s presentation and public speaking opportunities has gotten so bad that you’re now doing a disservice to all involved. Especially your audiences.

You’re supposed to help your employees develop their communication skills. Not hang them out to dry every time they step in front of an audience. That includes helping your marketers, salespeople, and your fellow executives. It also includes anybody and everybody who gets on the phone and interacts with customers. Those who lead company meetings. Those who have a voice.

Instead, your people are being shut out, shut down, and ignored.

Yet they’re the ones expected to deliver the desirable outcomes you want from any interaction with an audience: more leads, more qualified opportunities, more net-new business… Reinforced branding, messaging, positioning, and differentiation… Sales.

Yet how is that supposed to happen when the need to strengthen their communication skill set is ignored?

There are those who believe that employees are supposed to know how to communicate, present, and speak in public before they are employed at their company.

But then no effort is made to reinforce those skills once they’re on the team.

There are those who believe that a once-in-a-blue-moon two-day generic presentation training course addresses the need to support communication skills.

Perhaps. For two days. Maybe. If they’re lucky to get that. But then whatever is learned largely fades, if there was anything to be gained in the first place.

More, there are those who believe that only the C-Suite receives any presentation skills help at all – while the employed masses are left to figure it out on their own.

Throw them a PPT template and tell them to get back to work.

How do I know? Been there, seen it… 

If you balk at any of this, wake up. People’s Number One fear is speaking in public. (Or haven’t you heard?) Yet audiences endure the outcomes of your corporate groupthink that no attention needs to be paid to strengthening communication skills.

And while you’re more concerned with keywords, content, plans, funnels, text-heavy websites, color-correct company slides and homemade media, the audience suffers.

Now imagine…

You bought tickets to see your favorite team play. Doesn’t matter which sport. Game time is set for 7:00 pm. You spent your money. Allocated time. Looked forward to the event. Your team shows up but gets blown out.

In the post-game press conference the manager says the team wasn’t really ready to play. They had a long flight the night before. They had bad traffic on the way to the stadium. The weather is bad and some on the team aren’t feeling well. A few players didn’t feel the need to practice.

But thanks for spending your hard-earned money. See you next time!

The next night you bought tickets to a Broadway show. You have a 7:00 pm curtain to make. Again, you spent your money. BIG money. Allocated your time. The performance starts, but it isn’t very good. Some performers forget their lines. Others haven’t prepared their voices.

Backstage after the show, some of the actors say they give six performances a week and don’t care that this one was off. They, too, are having a bad day. They had bad traffic. They weren’t feeling up to performing. That they didn’t feel the need to practice.

Thanks again for spending your money. See you next time!

With empty pockets and time wasted, how willing would you be to accept any of those excuses? Yet you have the audacity to expect your audiences to accept less than what you could be giving them.

How do I know? I constantly see it…

I can give example after example. Either you get it or you don’t. And from what I’ve seen, you don’t. It’s the groupthink approach found so readily in your approach to marketing, to communication, to presentation and public speaking readiness.

In all fairness, neither of the two examples I cited would ever happen. No manager for any professional sports team would give those excuses. Broadway performers know that it doesn’t matter that they have given the same performance dozens of times. It’s a first for any new audience.

Yet you’re throwing your people out there – all the time – without a thought for those debts you owe your corporate audience.

Whether it’s you or your team going on-stage, on a webinar, on-camera, in a conference room, or to a trade show, you owe your audience:

Preparedness.

An Experience.

The Best.

And you owe these to your audiences each and every time the opportunity presents itself.

I can’t imagine doing anything less.

It doesn’t matter that your sales people have given the same presentation 10 times this week. Or that it’s somebody else’s slides. Or they were traveling and got in late. Or are having a bad day.

Your audience deserves better than that.

Your audience doesn’t care about any of that.

But there are those who really believe that the desired business outcomes will magically appear without communication readiness.

Challenge them.

 

For more on Challenging the Status Quo of #Marketing Groupthink, follow me on Twitter: @tonycompton, @GettingPresence

For immediate #presentation & #publicspeaking tips, visit the GettingPresence website.

Confronting the Absurdity in Your Presentation Groupthink

Tony Compton, Managing Director
GettingPresence

When I challenge the status quo of marketing groupthink, I’m challenging you.

In the most professional and positive ways imaginable.

Today, I’m challenging you to stand up to the absurdity found in the #presentation and public speaking groupthink found so readily in every channel of business communication.

At sessions, at conferences, trade shows, and events.

In the boardroom.

During sales calls.

During sales meetings.

On webinars.

On camera.

But rarely on point. Or at least interesting.

Because how many more bad presentations do you and I want to endure?

There are myths behind the absurdity of your presentation groupthink.

And there are truths.

Here’s how I see both of them:

Myth #1: Presentation and Public Speaking rules must be followed.

Truth #1: There are no rules. You can (professionally) do whatever you want. You have an audience. Whether it’s an audience of 1, 10, 100, or 1000 – rock them. Surpass their expectations. Make it a fantastic audience experience. Crush it. And there sure as hell are no rules that state you have to use PowerPoint slides – or any other technology.

Myth #2: Content is the most important part of any presentation.

Truth #2: No it’s not. Content is important, but it’s a distant third behind how a speaker looks and sounds during a presentation.

Myth #3: You don’t need to practice.

Truth #3: Nonsensical arrogance. Michael Jordan was the best in the business, yet he was also known for being the first one at practice and the last one to leave. Not only do you need to practice your presentation skills more than once a decade, so do your employees. Developing public speaking abilities should not be reserved for the C-suite – when and if they do care about this.

Myth #4: Panel discussions are ok.

Truth #4: No, they’re not. Ever. They are lazy, event-fillers. Examine the body language of the panelists from those self-serving panel discussion pictures. From the bored to the uninvolved, it’s a waste of everybody’s time. You have the talent and the creativity. Do something different. Anything less is a clear-cut message of “I don’t give a damn” enough to take the time.

Myth #5: Corporate needs a “compliant” presentation slide deck.

Truth #5: Absurd. Is it more important to provide a security blanket of a slide deck so somebody, somewhere can see a tangible asset, or is it more important to create an experience for your audience – slide deck or no?

I’ve seen this before. You’re doing a corporate event and are given a PPT template so that you can color between the lines for your presentation. Fine. Give them the bare minimum of slides.

If you’re looking to challenge the status quo of your corporate marketing groupthink, cite a good example by looking at the Apple product launches. Minimal to no use of “slides” with good use of video, and a heavy emphasis on the presenters.

I always wonder how Apple can launch their WW products this way yet you have to have an incomprehensible 30-page slide deck to talk about yours.

Myth #6: You have to tell the audience everything you know about our product.

Truth #6: When somebody asks you what time it is, you don’t show them how to build a watch.

Myth #7: Online learning can take the place of practicing presentation and public speaking.

Truth #7: Little bit of leeway here… There are some that will say that online learning suffices. I’ll give them partial credit. It only works after somebody has been doing in-person communication work on their skills and has developed a credible routine. Online can work in remote, consultative settings for preparation, but ideally it’s with in-person, team-based practice.

Myth #8: Turning on your smartphone camera is a great idea.

Truth #8: That may be the last thing you want to do. The saying goes “garbage in – garbage out” applies to video and presentation groupthink. Just because you have the ability to turn on your camera and stream on Periscope or Facebook Live doesn’t mean you know how to build an audience, engage, and hold interest for any length of time. Sometimes a five minute video interview can hurt your brand, reputation, and credibility.

Until you’re absolutely ready with a comprehensive game plan for using video, don’t.

Myth #9: There’s no time for any of this.

Truth #9: Isn’t it funny? You’ll have an audience. Webinar, video, trade show… customers, prospects, media, and analysts. Yet you (allegedly) don’t have time to prepare and deliver an exceptional experience for your audience?

Exactly what business are you in?

Myth #10: There’s no budget for this.

Truth #10: Sure there is. I recently saw a tweeted picture from somebody going home after an BIG trade show. The picture was of two suitcases filled with junk obtained at the show. I estimated the cost of that person’s attendance to be $5000. $5k to attend a show and bring home bags of junk. Somebody approved that expense report. Probably an oblivious #CEO or #CMO.

It wasn’t my budget – or money. But it may have been your #VC money.

There’s budget. Once you start taking this seriously.

Presentation groupthink has produced a global business community of just “good enough” offerings. Good enough sessions because everybody politely claps at the end of a presentation and goes about their day.

Multitasks during webinars that will never truly reveal the audience’s level of disconnect.

Copies one another so that every video interview looks, sounds, and feels the same.

With the same outcomes.

Finally, I recently read a post that highlighted how a handful of Chicago tech companies are developing their sales talent. About how each gets their “pitch” down. But while there’s mention of some very good skills, and a vague reference or two to “training” – there’s not one direct mention of personal communication or #publicspeaking coaching. Nor presentation training. At any of the companies. Some of that may be embedded in there – but the fact that it wasn’t front and center showed one thing: Groupthink. Sales, Marketing, and Presentation Groupthink.

Which is odd. Because while listening is important to any sales situation, so is Talking. Communicating. Presenting. Selling. Across multiple formats.

So the challenge put to you now is to overcome the absurdity in your presentation groupthink.

But you won’t find the answer in the next panel discussion.

For more on Challenging the Status Quo of #Marketing Groupthink, follow me on Twitter: @tonycompton, @GettingPresence

For immediate #presentation & #publicspeaking tips, visit the GettingPresence website.

Marketing Innovation and Disruption in 2018? That’s Easy.

Tony Compton, Managing Director
GettingPresence

 

No January 1, 2018 marketing predictions here.

Well, maybe one.

The only prediction that I’ll make will be that far too many Chief Marketing Officers will do the same thing in the New Year, over and over again, expecting the same predictable, average, unexciting results. If they’re lucky. It’s no wonder the average tenure for a CMO is only a few years.

And CEOs will continue to work with marketing within their safe spaces.

I guess that’s two predictions. But no more.

It’ll all be subject to the same Marketing Groupthink that produces that same, run-of-the-mill results across the board in sales, marketing, and customer service… and every other point of marketing interaction.

Color between the lines, and paint FY18 and FY19 ‘by-the-numbers’ marketing plans like it’s always been done. Rinse and repeat.

To deviate from the norm is to run in opposition to groupthink. Marketing Groupthink.

Don’t believe me?

Check out the job descriptions for Digital Marketing Mangers. Every single one, all day long, reads the same.

Product Marketers? Same thing.

Content Producers? The list goes on.

MarCom, PR, Marketing Ops, Marketing Leadership… each and every approach, company to company, is a Xerox copy. From one to the next.

So no other 2018 predictions needed. With the Talking Heads in mind… same as it ever was.

Oh. I can hear you screaming and going on about how your technology is going to do this, and your company is going to do that in the next year or two. And that very well may be true. There’s some exciting work being done by cool companies. By great people. By phenomenal teams.

Don’t get me wrong, I respect ‘em all. And I want everybody to bring passion, competitiveness, energy, and enthusiasm to the marketplace.

Which brings me back to my opening thought.

How is that going to happen when everybody possesses the same marketing playbook?

You may be launching a terrific product, but your Go-to-Market approach looks like it did a decade ago, feels like it did 20 years ago, sounds like it did 30 years ago and is disconnected from sales, well, the same as it ever was. From company to company.

Marketing Groupthink. Commoditized Marketing.

It’ll leave you short, on the one yard line.

And you don’t want to throw the ball on the one yard line when you have an elite running back. (New England Patriots and Seattle Seahawks fans know what I mean.)

Want ideas to disrupt marketing groupthink in 2018, here’s a bunch:

  1. Don’t automatically do those standard operating procedure events. Just because you think you have to be there. Take a long, hard look at each and every event, webinar, expo, convention, trade show, and meeting. Cancel. Reschedule. Take some of that budget and apply it in ways that really drive results.
  2. Create your own events. Road shows. Get out there and talk to your audience. Regional events were my best source for qualified, B2B tech leads. NOT giant budget-busting, week-long industry trade shows.
  3. If you’re going to do any presentation, public speaking opportunity, live video stream, webinar, briefing, or media interview – practice. And do so more than once. Yes, your or team will spend more time in strengthening their communication skills, but it’ll be worth it for two reasons. 1) Every time one of your employees stands in front of an audience and fumbles through their presentation, your brand is damaged. (This goes on all the time.) 2) Your competitors aren’t doing this. All you have to do is watch, listen, and learn. Sit in on one of their presentations. Watch one of their homemade videos. Listen to the tin can sound of their audio recordings. Take any of this seriously and you’ll have an instant competitive edge. (BTW, everybody tells you to practice before any presentation, but nobody shares with you how to practice. If you need help, tips, and advice, just ask.)
  4. Send marketers out on the road with business developers. Have them sit with prospects and customers. Have them present to prospects and customers. Expose them to what’s happening in the field. And do so on a regular basis. Have marketers sit with inside sales as they prospect. Have them listen and learn. And do so on a regular basis. Marketers will quickly see what’s working and not working for inside sales and external business developers. That’s means refining messaging, content and data. That means better sales enablement materials. It also means MarTech evaluation, content usage and content presentation. Competitive analysis and market feedback. The list of benefits is endless… Pull marketers OOO, away from their electronics, and hit the road.
  5. Get the CMO to get with the times. I shared my perspective on the reports that describe how large digital consultancies are making in-roads into the territory that ad agencies used to occupy at many client companies. Nonsense. A lot of that work should already be done by marketing leadership. Simple understanding of audience segmentation, marketing and CRM technology, data usage, and customer interaction across multiple channels of interaction – with added dose of creativity – should not require another seven or eight figure digital consulting contract. This type of work is marketing table stakes.
  6. Find executive leadership who are ready to rock. Gone are the days of CEOs and CMOs sitting back and rubber stamping marketing plans that call for the same methodical product launch plans, the same neglect of marketing communication skills development, the same shortchanging routine approach to content creation, the same, tired formats to customer meetings… Move on from those who don’t get what outstanding marketing can do.
  7. Work through the holidays. This one’s tough a bit tough to explain. I’m all about family and friends first. The holidays should be enjoyed. But, as a hustler and a grinder I must be clear. What’s frustrating are those common OOO emails that read like two month sabbaticals. “I’ll be OOO until Monday, January 8, 2018…” You’re in the business of marketing, and it doesn’t wait. Not for you, nor me. And investors have a funny thing about always hitting their numbers. If you’re not hustling through the holidays, your competitors are. I know I am.
  8. Flip the analyst game of providing a security blanket of feel-good data, information, and research. Oh no, not that. You could never do that! Understand that I value and respect what industry analysts do. (I was one, at least for a little while…) But this notion of “we have to do this with XYZ analyst” is open for a good business marketing challenge, just because you feel you have to do it. Allow me to make this challenge to both the analysts and their overhead-paying customers: you see the industry reports, the surveys, the insights, and the technical analysis. All great, useful, timely material. And damn it feels good when you get it. When your company charts. When you’re kickin’ ass. When your favorite analyst pays attention to your company. But now go grab a stack of files. A big stack of files. Go grab it, carry it over to your desk, and drop it. Just let it fall. Let it spill and fall to the floor. Those are your analyst reports. That’s your analyst material. You paid for the content. Good reports, hard-hitting technical content, vendor evaluations, some customized material with your logo. There’s some marketing activity in there, too: events, webinars, presentations, etc. All great stuff. But go back to the top of this post. Your marketing is stuck on the one yard line. You need innovation, disruption. Healthy internal tension. Creativity. You want to break the marketing mold in 2018. All of that analyst content fits yesterdays feel-good security blanket mold. And you want to break out. The good news is that this hasn’t gone unnoticed. Just look at some of the offerings by two of the large, very well-known, familiar analyst groups and it will tell you that the tide is at least shifting to include consultative engagements to produce unique marketing outcomes. It needs to go further. Flip the script and drive more, innovative value from your analyst relationships.
  9. Change marketing management style. Allow for remote marketing. Let creativity flow. Brainstorm. I never considered marketing a 9 to 5 job. It isn’t. Creativity hits all hours of the day and night. It’s not always on demand at 8:30 am sitting in a cube in an office with the excitement of a university library. Measure and report, yes. But there will be those on your marketing team wired for creativity. Nurturing that business talent will pay off with innovations to how marketing is managed.
  10. Let marketing own and rock your January sales kickoff.

These ideas will do more to disrupt and innovate your marketing efforts than any artificial intelligence, voice-enabled device, or slick piece of technology using combed-over, headache-inducing data that will help swell the MarTech 5000 to the MarTech 6000.

And I love reading and hearing about those tech advancements. In fact, I want you to hear my voice anytime you interact with a company using a dominant male voice with a high-energy Chicago accent to front their customer experience audio. I’ll front the automotive CX, anything for the US military, sports, technology, retail… but I digress…

If you want to innovate and disrupt your marketing groupthink in 2018, start with those 10 ideas. Easy, sure. Necessary, you bet. But you and I know what some people will do as a result.

And I have one more prediction for 2018.

12 months from now you’ll be preparing for your holiday break. You’ll look down on your marketing report for the previous 10 1/2 months.

It’ll show you did the same industry trade shows in SF, Vegas, and Chicago.

It’ll show you did the same work, with the same industry analysts.

It’ll show you launched your product the same way every vendor in your space launches theirs.

It’ll show that year-over-year % increase in spend, but with the same results.

Worse, you’ll know about the same discontent salespeople, executives, investors, and marketing colleagues.

And all that as the tenure just got shorter, and the window of marketing opportunity closes.

Damn. I guess that’s three predictions.

 

For more on Challenging the Status Quo of #Marketing Groupthink, follow me on Twitter: @tonycompton, @GettingPresence

For immediate #presentation & #publicspeaking tips, visit the GettingPresence website.

Challenging the Status Quo of Marketing Groupthink

Tony Compton, Managing Director
GettingPresence

 

The average tenure of a Chief Marketing Officer (CMO) is somewhat short. Two years, maybe three or four. It depends which study you reference. I thought I read it was getting better nowadays. But there’s a long way to go…

Even with the short tenures, CMOs still apply approaches that are:

Outdated. Passive. Common. Routine. Disconnected. Just Because.

Comfortable.

Secure.

of “Careful” Value.

I was going write of “Zero Value” – but that’s not true. There’s some value to what some are doing in marketing. But so much in marketing nowadays simply gets by. And there is value in simply getting by in:

  • Digital Marketing
  • Events and Trade Show Marketing
  • Content and Sales Enablement
  • Product Marketing
  • “Paint by Numbers” marketing leadership from CMOs.

…but simply getting by is not in my nature.

You see it everyday. Fill-in-the-blank marketing. The majority accept, and few challenge. Groupthink. Marketing Groupthink.

That’s how I view far too many approaches to marketing.

Here are five readily identifiable areas that demonstrate marketing groupthink:

1. Digital Marketing

Copy and paste each and every “Digital Marketing” job description easily found populating the ‘black hole’ career sections of corporate websites. And LinkedIn. And others. Digital Marketing has become what? Search engines, keywords, social media maintenance, websites, emails, some writing, some campaigns, some lead gen, some CRM system data upload, some reporting, etc… Your company does it. You do digital marketing the same as the next one, and the next… Why? I dunno. It’s become routine.

Want to challenge the digital status quo? Have your digital marketers put down the electronics and stand in front of the class and tell your corporate story. Or venture out with sales people to talk to customers. Don’t tell me those ideas to marketing groupthink won’t make your digital marketers better at what they do.

2. Events and Trade Show Marketing

Your marketing up to, during, and after your company’s events has become predictable. And safe. How so? Your BIG industry event is coming up. So you pepper your contact db with messages about your sponsored appearance. (So does everybody else.) You promote your event appearance and solicit on-site meetings to drive the appearance of after-show value with high-end opportunities. (So does everybody else.) A sponsored reception, party, or steak dinner may be in the offing. You have your booth. Your paint-by-numbers booth. And you may have a presentation. Or a seat on the ‘cure for insomnia’ panel discussion. Then you (hopefully) dissect your after-show contact spreadsheet to email, call, and solicit. Just like everybody else.

Am I close?

Want to challenge the status quo? Take a hard look at why your company does the events it does. Ask questions. Don’t just take another spot on the show floor and populate it with outdated collateral, spinning PPTs, a ‘cheap’ exhibit, and people who have zero personal communication game. You may also wish to prepare your company speakers before their next presentation. You may wish to turn off your mobile cameras before streaming live video without preparation. Negotiate with event vendors, save money. And leave some of your budget-busting staff at home.

Get serious – and creative – about your events strategy.

This one’s tough. But if you want to disrupt your trade show and event groupthink – you’ll break new ground.

3. Content and Sales Enablement

Content, content, content. Somedays that’s all you’ll read. But it’s the security blanket of the ill-prepared. For terrible slides for unprepared speakers. For endless, text-heavy case studies. For websites that could double as a maze in a corn field.

I’ve never said content isn’t important. But I’ve been around the block a few times in marketing. Content ends up residing on local laptops in all forms known to mankind. Or in a central repository which dates back to 2007. And once the content is retrieved, it’s deflates the person who found it because it’s the same thing Joe used for a presentation in Chicago last week. Outdated messaging and all.

And how exactly is producing all of this “content” enabling sales?

Besides the obvious groupthink approach that sales needs content to be effective?

Want to challenge the status quo? Make sure that those that produce the content can actually use their content. Have them present it as a sales person would: on the phone, on a webinar, in a boardroom, on-stage, and on-camera. It’ll make them better content producers if they experience first-hand how it’s used.

More, it’s wise to make sure that those who are using the content can demonstrate that they, too, know how to use it in multichannel scenarios. (That’s means your inside sales reps and your external business developers. Your marketers, customer service agents, and partners. And your executives.) Be sure to make sure that those who use the content, can use the content.

Because the marketing groupthink approach to content and sales enablement simply dictates creation. And dumping of content. And freelancing of usage.

Of course I’m familiar with sales enablement technology that catalogues content. Customizes content. And delivers content. But that doesn’t mean the end-user in the field can use and present the content. (And those vendors will never tell you that.)

4. Product Marketing

I’ve written about how product marketing could be on the verge of automation. About how it’s become a cookie-cutter endeavor at so many tech companies. I know it’s supposed to be this strategic, go-to-market leadership function, but it isn’t. Not anymore. Not at the companies who copy and paste their product marketing requirements just like the vendor next door.

Follow-me, again, to be sure I got this job’s requirements down: product marketing is to develop strategy, go-to-market messaging, value props, and unique differentiators, have it’s ear to the market, the trends, the competitive landscape, the alliance partners…

Product marketing is to develop content. Draw up battle cards. Unveil material to support business growth. To forecast opportunity. To interface with industry analysts. Understand the buyers. Some subject matter expertise and some public speaking and presentation work.

Toss in a product launch, event, campaign, and marcom support, some sales enablement, with financial and technical expertise, and you’ve got the product marketing picture.

And so does every other company housing one or more product marketers.

Challenging the product marketing status quo is easy. And damn sure should be required.

Last I checked, there are ~5000 MarTech vendors, spanning all imaginable industry sectors. How in the world are you going to break out in that landscape if your product marketing approach is the same as every single competitor? And for those not in the MarTech 5000 – the same question applies. What are you doing differently?

Ideas on how to do so? Sure…

Let me start by saying I’ve seen the problem. Your go-to-market problem. You’ve got good people doing good work with great technology. But where product marketing is supposed to lead, it time and again drops the ball. Change it by:

Preparing your product marketers to regularly visit, present, and interact with customers, prospects, analysts, and the media. Prepare for interactions across all formats. Remote, and in-person. On-camera, on-webinars, and in-person. You’re likely not doing this today. I know because I pay attention. It’s easy to spot. To hear. To see. To read. Get your product marketing communication game tight.

Prepare your product marketing leadership skills. I once sat in on a presentation from one BIG Tech company that was unbearable. They were so proud of a 100+ slide deck but forgot to tell the six remote presenters on a web-conference call how to organize and make sense of it amongst themselves and for the audience. Product marketing is in the leadership role, and took none.

Add creativity. Real creativity. Turn product marketing into storytellers. Stop doing the same events, the same panel discussions, the same public-facing tasks… create a brand for product marketing by doing things differently: creating your own events, podcasts, webinars, videos… separate from the field of product marketing clones. Attack your target audience outside the standard methods of outdated product marketing groupthink.

5. Marketing Leadership

Or should the section be called the “be quiet, accept the marketing groupthink, and just do your job…

It’s the biggest “paint-by-number” and “color between the lines” area of marketing groupthink.

Marketing strategy? There’s a template for that.

The marketing plan? There’s a template for that.

The marketing budget? There’s a template for that.

The approach to events? There’s a template for that.

The quarterly marketing report? There’s a template for that.

The quarterly marketing ops report? There’s a template for that.

The quarterly product marketing report? There should be a template for that.

To marketing videos? Stare into the camera, off-set right, ask softball questions, and overlay graphics.

The approach to webinars and other recorded audio material? Overdo the content, and add one ill-prepared voiceover. Record ‘good enough’ sound to give the impression of using a tin can in a cavernous concrete room.

The leadership approach applied to marketing? So common that you don’t need a template.

Here, I’m busted. You need a marketing strategy, plan, and budget. And you have to report on marketing activities. Those are the current table stakes.

But I’ve sat in those rooms with marketing leaders.

They’re the same leaders who copy and paste last year’s approach to this year’s plan.

The ones who won’t hear of true sales enablement, innovative approaches to content, sales-oriented management styles, and creative, groundbreaking marketing.

Who nod, shake their heads, and clap politely when the next expert dumps useless but feel-good information on them.

Marketing leaders who won’t deviate from standard operating procedure.

Who’ve become infamous for low average #CMO tenures.

This article is over, but I’m just getting warmed up.

I want you to exercise your marketing creativity. Your marketing passion.

And not let it be held captive by a Xeroxed job description or outdated approaches to marketing management.

There are those who accept marketing groupthink. Who want to accept marketing groupthink. No challenges to their way of business thinking allowed.

So you can either smile and go back to your cube, or you can challenge the stats quo.

Challenging means creating.

It means professional #leadership.

It means taking ownership in the business.

Seeing that talent is nurtured.

For ensuring success.

For acting on the need to bring marketing innovation – and professional disruption.

In technology and business practices.

For breaking the business mold and doing something that stands out in the crowded marketing landscape.

To strive for excellence in yourself and those around you.

 

For more on Challenging the Status Quo of #Marketing Groupthink, follow me on Twitter: @tonycompton, @GettingPresence

For immediate #presentation & #publicspeaking tips, visit the GettingPresence website.