I have worked in marketing now for over 15 years; 7 of which have been dedicated to professional services marketing. During this time I have had the privilege of working with some of the wittiest, intelligent and forthright people one could possibly wish to meet.
Unfortunately, my work has also meant that I have had the displeasure of meeting a flood of pompous individuals who, professional knowledge aside, are pretty thick.
At a recent professional services marketing event held in London, I overheard two middle men aged talking about the marketing departments in their respective accountancy firms (it was fairly obvious that these guys were accountants) when one quipped to the other “Marketing in my firm is commonly referred to as the paper and crayons department!”
I have a couple of issues with this comment. First, if they have such a disdain for marketing why bother attending a marketing event in the first place (aside from free refreshments and a temporary escape from their own boring jobs) and secondly, this attitude highlights a rife misunderstanding in professional services firms that marketing is only about designing communications – which of course, it isn’t.
I wonder what reaction I would get from these two professionals if I announced that I was swapping my marketing job for a lifetime of accounting – after all, it’s only adding-up and taking-away – and I have a calculator that can do that!