Convergence The full addition of

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Competitors to the marketing focus and customers to the strategist's focus have converged the work of marketers and strategists on the same thing. At their best, both marketers and strategists try to determine WTP/HTW and use similar tools to evaluate customers, competitors, and the company to make that decision. Now they have the same job, just with different titles. I now realize that within the marketing function, there are some specialists who do things like buy media or oversee the creation of advertising copy. And in the strategy function, there are specialists who work on mergers and acquisitions or in project management.


I also recognize that all strategists have not integrated the customer into their considerations and all marketers have not fully integrated competitors. But done correctly, the core job of marketers and strategists has become the same. If a marketer does a great job of considering Finland Telemarketing Data customers, competitors, and the company to make an excellent WTP/HTW choice, there is nothing major for the strategist to do. And if a strategist does a great job of considering customers, competitors, and the company to make an excellent WTP/HTW choice, there's nothing major marketing needs to do. Duplication in Modern Corporation As a result, modern society embodies massive duplication.



It doesn't need both a marketing function and a strategy function. They are as likely to hinder each other as they are to add value. In fact, I fear that the existence of both prevents each from becoming fully tripartite, that is, from fully incorporating customers, competitors, and the company into their decisions. I have no intention of denigrating either function. I love both marketers and strategists! The disciplines behind both functions have gotten better and better over time. This is a good thing. But the unintended outcome of the growth of disciplines has been a collision between them.