Of the all disciplines in business, marketing is one if the few that touches almost every department in an organization. As a marketer, you need to have an understanding of every element that comes in contact with the customer experience.
It is called a Unique Selling Proposition or USP. In laymen’s terms it is the equivalent of a small hand jutting out of your product packaging, waving frantically “Pick me! Pick me!” In the markets we face today, with tremendous competition and a downward trending towards commoditization in many industries, the ability to differentiate your company and your product can be the difference between a won or lost sale. A few points on differentiation:
When I look at businesses, often the skill set I find missing in the executive management team is marketing. Most organizations are well staffed with employees who understand Finance and Accounting, Engineering, and Operations, but when it comes to the discipline of marketing, they are lacking. In the past, when I have asked about this knowledge gap at the management level, the usual response I get is “Oh, we have so-and-so who handles creating brochures.” That is not marketing. Moreover, that missing skill set could be the difference between success and failure in your business.