The Biggest Mistake that Marketers Make | Revenue Journal

During the course of the interviews, one of the questions I asked was: What is the source of your information about customers? They all said the same thing. Every single one. Small and large companies, newbies and veterans, all kinds of industries. Their answer, in essence, was: "Everyone else." In other words, they depend on salespeople, third parties, and surveys. They never, ever talk to customers personally. This is why marketing is broken. This is why so much marketing barely gets a twitch out of the revenue needle. This is why CEOs have so little faith in their marketing people. This is why customers go to websites hoping to find answers and end up clicking away, discouraged and disgusted. via The Biggest Mistake that Marketers Make | Revenue Journal. Why is it so hard for marketers to visit the market? Is it interference from elsewhere? Or is it complacency? If you're not talking directly to customers, then you can't do marketing. Period.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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