Marketing Is Communication!

Why you need a babelfish to succeed

Marketing is one of those terms that doesn’t have a generally accepted definition. Ask ten people and you will get ten different answers. Check the sidebar for one definition from the American Marketing Association.

One common thread runs through this definition: communication. Simply having a great product or service is not enough. You need to negotiate a win-win value proposition that makes it attractive for your customer to buy and at the same time attractive for you (and your distribution channel) to sell. And most important, once you’ve defined the value proposition, you must communicate it effectively to your prospective customers.

Good communication gets everyone marching in the same direction.

Mardi Gras street band, Lisboa, Portugal

Communication is, in fact, the core of an effective marketing function. You need good communication that goes in many directions—both internally and externally. Here are just a few examples.

You must communicate with:

  • Potential customers to learn their needs and their willingness to pay.
  • Your engineering staff to learn what is technically possible, specify the product characteristics, and negotiate a development plan.
  • Your finance team to confirm that the product will be profitable.
  • Management to explain your product concept and secure their support.
  • Your sales team and distribution channels to explain who to sell to and how.
  • Your target customer base, press and analysts to announce your product and explain its value.

If any of these communication channels are broken or ineffective, your launch will fail. The problem: All this communication needs to take place between constituencies that don't speak the same language!

Douglas Adams, in his book The Hitchhiker's Guide to the Galaxy, introduced a fictional creature called a babelfish. When one of his characters put a babelfish in his ear, he was able to understand anyone speaking in any language.

If you want your new product or service to be successful, marketing needs to be the babelfish of your company. Everyone has to be on the same page, and a great marketing team makes that happen.

At Synapse Connections, we are especially good at being babelfish. Call us if you need help getting your messages across.

Marketing - One Definition

According to the American Marketing Association,

“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Obviously, this can’t happen without good communication!