Apr 20B2B Marketing Isn't a Rinse-and-Repeat ProcessTan and Tanja team up with Joshua, a Fractional CMO at CMOwashere, to discuss the true meaning of marketing. Joshua explains that marketing is often misunderstood as a noun, when it's really a verb, an action that involves a creative process and due diligence. Tune in. Can’t watch it right now? No problem, there is a full transcript of the video below.TanAll right.Welcome to another episode of CMO Chat.I'm Tan.TanjaAnd I’m Tanja.TanOkay, Tanja.TanThen we have another special guestin this episode.TanjaYes, we do.TanWho do we have today?TanjaWe have Joshua with us.Joshua is a Factional CMOat CMOwashere.TanWelcome, Joshua.JoshuaThank you, guys.Glad to be here.TanThanks for joining.Where are you right now?JoshuaI am in the southwest of France, kind of nearMontpellier. Between Montpellier and NîmesLiving in my little mountain bubble, trying to figure marketing out a little bitmore from a Zen perspective, maybe.TanOkay, awesome.TanWell, I've been looking forward tothis conversation because I'm a big fan ofwords and defining meanings clearly and etymology.And I know, Joshua, you mentionedthat you told me that it annoys you a little bit when people forget wherethe word marketing came from.It's anything that ends in an ING.Right.We learn in first gradeit's a verb. I’m doing something, but we forget that marketingis something that we do.Peoplejust see it as a thing that you receive.Is that correct?JoshuaYes. Yes, absolutely.I think there's this inherent confusionamongst marketers that the marketing,the act of marketing is an output, right? The noun marketingrather than the verb marketing. As you said, the act of going throughthe process of developing marketing, where that process is, what createsthe noun, which creates the output,which creates the plan. But I think what we've been doing and you know, how many times do we all sit there and go,Oh, that's just terrible marketing. And you go, wait a minute,this really starts to smell like it was more output based than it reallywas doing the due diligence. And inherently a creative process, right?A creative due diligence to get to what is the best possible plan.But then that art and science of doing marketingof doing the act of marketing, I think is being lost in the processeither because of speed or fundamentally, I think it'sbecause people have become addicted to formulas, right?This notion of,Oh, I'm going to go and get my MBAand I'm going to learn all the formulasand all the tricks,and then I'll just rinse and repeat.Inherently,I think there is this this confusion that marketing is a rinseand repeat process as opposed to every brandand product has its own DNA, has its own problems, has its ownstrengths and weaknesses, right?A DNA sequence shows you likelihood.It shows you how your you know,where your strengths and weaknesses are.So you have to go into that DNAin order to develop the marketing plan by going through marketingas the verb exercise. Hmm.That makes sense to you guys? TanYes, it does make sense for me.I'm just I'm just so gladthat you brought this to my attention,because now when I think about it,nobody says,you know, people say, like,I'm working, I'm exercising, I'm sleeping.Nobody says I'm marketing.TanjaYeah, yeah. TanAnd it's also like I feel like marketingis not just something that happens.Oh, I do two months of marketingand then I'm done.They say I do marketing.Nobady says I’m marketing. “Let’s go market” “Let's market tomorrow.”TanjaYeah,Tanit doesn't exist.We forget that it's a verb.JoshuaExactly.I'm so glad you guys are excited about thisbecause I think this is the crux of where we're losing touch with that.Again, marketing is not an output.It is actually a skill.And I know you'rea big proponent of - listen, it'snot about, you know, let's generate sales.Generating sales is an outputof doing the act of marketing.TanRight.JoshuaAnd you have to do that, that processthat becomes something that isn't.And I think the problemnow is the copy pastesyndrome of, oh, we're just going to dothe same thing that they are. And I see a lot of marketing heads,especially large corporations, who decide, you know, like CMO'sthat worked in large companies and you know,and I see them pretty much my whole career like 25 years of workingwith CEOs and CMO's and seeing these CMO's that have an incredible playbook for very large enterprise scalefunctionalities where they havea lot of tools at their disposal and then they go out and they're like,You know what, I'm going to go volunteer.You know, volunteermy time to a small company.And they bring that same playbook.And that playbook is an absolute disaster.Y is an absolute disaster because it worksfor that productor it works for that brand. That brand has a DNA sequence.That was great to solve that way.But now that you've movedto another product or another brand,it has a completely different DNAsequence.It's also like sayingand I mean, I believe that everything starts with what's your singlebiggest business problem?That's how you start, in my opinion.You start off with what's your singlebiggest business problem?And what I find is that wheneverI ask that question from CEOs and CMO's is that I'd say about 90% of the timethey go, Oh, I've got a ton of problems.I got this, thisand this and this and this.And it's like, okay,and this is what I've been tellingyou, you know, I've talked about.This is like, this is why I do whatI've termed business therapy, right?We need to goand put the business on the couch and have a therapy session to uncoverwhat is the biggest business problem.Yeah, because sometimesthey don't even know themselves.They might have a lot of problems,but they don't know. TanjaWhat shall we tackle first?And I want to add to that as well.It's not only they don't know the problem, sometimesthey don't even know what they even want. Like when you ask them, okay, what isthe number goal you want to achieve?TanUnwilling to prioritize.JoshuaYeah, yeah, prioritize.TanAll right. JoshuaIf I want all these things,which one do you want the most?I don't know. Or I don't want them.So what I've been seeing as, again, like,this is my way of talking about seeing patterns, right? That's what we as marketers and strategists do.We look for patterns, right?Either things that are very consistent or things that are very inconsistent.And those patternswhere I see in doing business therapy and asking them, what is your singlebiggest business problem?And they will list the ten problems that they haveand they want all of them taken care of.What I often find is that bygoing through the process of asking the questions of,well, let's look at what and identifywhat that single business biggest business problemis, that most likely by identifying and tacklingthat one 70% of all the other.People,they'll get knocked. Down under it.And it's like it's like,you know, a bowling ball, right?If you hit it just right and all the.All the domino to fall. Over.But you have to figure out what is thatfirst one that you're going to hit.And it's like the keystone.Yeah, Keystonesits there and holds the arch together.TanJoshua, I can tell thatyou are so passionate about this subject.I could talk to you all day, but we'regoing to have to end it right here. Sothank you so much for joining us.TanjaThank you, Joshua. You're very welcome.JoshuaThank you so much for inviting me.This has been wonderful.