“Non-marketers” can be the best marketers.
A couple of years ago I was schooled by our CEO. It was budget season and I had just presented my budget proposal for the following year. I had recommended a fairly significant increase in spending for our Jacksonville location and a minimal increase in NYC.
I was asked to explain these changes. I spoke about amazing advertising opportunities in Jacksonville that we’d be crazy to pass up.
Our CEO approached the whiteboard. He explained that our Jacksonville location was within a couple percentage points of his most optimistic expectations for the store. NYC on the other hand, if performing as well as he’d want, could increase their revenue by a much higher percentage.
My proposal showed that I was thinking like a marketer, not a business leader. I had presented a good advertising plan but not a good business plan.
Ouch. It burned and I learned.
