Who’s On Your Marketing Team? Everyone.

July 13, 2013

Your Marketing Team

Photo credit: Flickr user WorldSkills via photopin cc


Whether you write code, collect payment, negotiate contracts or recruit new employees, we’re all in Marketing. Wikipedia defines Marketing as “the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.”

While this definition is suited for businesses, cause-based organizations (e.g. non-profits, schools, universities, etc.) have Marketing teams as well. For them, the first half of the definition applies: “the process of communicating value.”

Explicit vs. Implicit Communication

Communicating value

Photo credit: Flickr user Saint Huck via photopin cc

We often think of “communicating” as an explicit action: I’m speaking to you or sending you an email; communication, however, is quite often implicit. Think about body language. It’s not an explicit form of communication. In fact, you’re often not conscious of what your body is “saying.” But body language tells us all a lot about how you’re feeling.

The same holds true for Marketing:

Explicit Marketing

Implicit Marketing
Human Resources
Engineering & Development

Now, let’s consider these functions individually.



I suppose it’s a given that the Marketing team does marketing. But here’s something some marketers may not consider: while you can help fuel demand for product and facilitate the sale, your job doesn’t end there. Marketing can play a strategic role in the important post-sale activities of onboarding and retention. Even after a sale is made, Marketing needs to continue the “process of communicating value.”


What does Sales do? They sell. They close. But Marketing does a little selling. And Sales does a little Marketing. Sales is most effective when “the process of communicating value” occurs throughout the selling process and continues post-sale. And that means the sales rep is continually doing “marketing.”


The Support Team (Marketing)

Photo credit: Flickr user EcoVirtual via photopin cc

I place Support in the explicit camp, but they really straddle both camps. They’re explicit in the amount of direct communication they provide. They’re implicit, though, in their communication of value. They don’t actively “pitch” or “market,” but they communicate (deliver) value in the actions they provide and the effectiveness of their service.




Photo credit: Flickr user Dave Dugdale via photopin cc

Finance has far more touch points with customers than many think. They negotiate payment terms, collect payments and get in touch with customers when payment is overdue. The process by which a customer interacts with Finance can be as important as the underlying product.

For instance, an online ordering and payment system (set up by Finance) can simplify the process of doing business, thereby retaining more customers. The presentation of information on an invoice (and its accuracy!) can be important to some customers. In both cases, Finance provides an implicit communication (delivery) of value.


Similar to Finance, the touch points from the Legal team shape the customer experience. Everything from the manner in which a contract is negotiated (to the contract itself) is an implicit communication of value.

Human Resources

The HR team partners with the executive team to help define and shape the culture of the organization. When HR recruits new members to the team, they’re doing marketing. To convince candidates to accept job offers, HR needs to communicate the “value” that the organization provides.

In addition, the culture that HR helps shape is fundamental to the value (both explicit and implicit) that gets communicated and delivered to prospects and customers.

Engineering & Development

Good products market themselves and result in repeat customers. Yes, developers: the hundreds of lines of code you wrote today? That was, in a sense, marketing. Welcome to the team.

Information Technology (IT)

Information Technology can “touch” both inward-facing and outside-facing systems.  For inward-facing systems, IT provides the critical resources that “Marketing” depends on. Legal, Sales, Finance, etc. cannot communicate value if these systems are not available.

For outside-facing systems (e.g. the infrastructure supporting a SaaS business), IT directly impacts the value delivered to the end customer, in the form of service availability and performance.


The next time someone asks what you do for a living, tell them: “Marketing.” Then, explain why.

A Virtual Events Calendar … Maintained By You

February 4, 2011


I put up a Virtual Events Calendar on this blog in 2009.  Back then, it was fairly easy to know (and find) the majority of virtual events that were being produced in the U.S.  But my, how the industry has grown! I kept the calendar fairly up to date in 2009 and 2010, but as we head further into 2011, I’m finding it harder to keep the calendar current.

Community Management

So keeping with the trends we’re seeing across the web today, I decided to move the calendar to a wiki, which allows anyone to add their virtual event(s) to the calendar.

Sure, this can lead to spam and promotion, but as we saw with Wikipedia, a workable wiki requires an active community of “editors” to keep things on track.  As such, I’ll be checking to make sure the calendar doesn’t get spammed – and I hope some of you join me to assist in “checks and balances”.

Without further ado, you can find the wiki style virtual events calendar at:


Click on the “Edit” tab, sign up for a PBworks account (if you don’t already have one) and make your edits!

2010 In Review for It’s All Virtual

January 2, 2011

The stats helper monkeys at WordPress.com mulled over how this blog did in 2010, and here’s a high level summary of its overall blog health:

The Blog-Health-o-Meter™ reads Wow.

Crunchy numbers
About 3 million people visit the Taj Mahal every year. This blog was viewed about 33,000 times in 2010. If it were the Taj Mahal, it would take about 4 days for that many people to see it.

In 2010, there were 87 new posts, growing the total archive of this blog to 202 posts. There were 220 pictures uploaded, taking up a total of 8mb. That’s about 4 pictures per week.

The busiest day of the year was September 28th with 213 views. The most popular post that day was Trends In The Virtual Worlds Industry.

Where did they come from?
The top referring sites in 2010 were twitter.com, linkedin.com, facebook.com, en.wikipedia.org, and hootsuite.com.

Some visitors came searching, mostly for virtual calendar, match.com, all virtual worlds, gregory house, and comdex.

Attractions in 2010
These are the posts and pages that got the most views in 2010.


Trends In The Virtual Worlds Industry September 2010
6 comments and 1 Like on WordPress.com,


Virtual Events Calendar December 2008


The Business Benefits Of Second Life March 2010


About December 2008


COMDEX Re-Launches As A Virtual Trade Show March 2010
1 comment

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