I’m a Great Marketer…I’ll Bet!

Recently, my good friend Wim Rampen wrote a piece about the 7 Jobs a marketer needs to get done in the age of service, and it stimulated quite a discussion. Admittedly, this is not the stuff the average marketer is thinking about, or doing. In fact, the average marketer today is chasing the shiny new toy of social media, hoping it’s really as easy as putting up a Facebook Fan Page, and funneling inbound leads from your website. Executing that is very simple, after all! It’s amazing that as the conversation around marketing’s role in the identification and facilitation of value-in-use marches on, the vast majority of marketers are still focused acutely on the old thinking of value-exchange at the point of sale. I’ll admit, just a few years ago I was arguing against this thing I had never heard of before. Value-in-use and service dominant logic? What the hell is that? Academic gobbledygook!

Well, I was wrong. But, I stayed engaged so I could be drug along kicking and screaming down the p…