A guide to understanding marketers

I started my IT career, too many years ago, as a techie, but spent over six years in IT marketing in the mid 1990s-early 2000s. Those years at DEC, Compaq and JD Edwards were wonderful, but during that time I discovered how disconnected marketing could be from other business functions, particularly sales and finance. So it was with great enjoyment that I read James Utzschneider’s blog.

I would describe it as “how to deal with marketing people, for finance people”, and should be prescribed reading. It covers some important topics:

  • how finance should talk with marketing,
  • that simple metrics can be used for marketing activities, without being too threatening to marketing people,
  • the reality of balancing measurement of marketing with execution.

It’s the kind of subject matter that could be turned into a book. 


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