Week 3 - The Role of Marketing

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Growth and Success in Business

In order to grow a successful business, there are three main areas that should be focused on: marketing, sales, and customer service. In the YouTube video, The Role of Marketing, Sales & Customer Success, Dan Martell explains that these are three distinct buckets that need to be on a company's radar. They also all feed into one another.

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Marketing

Marketing is about generating demand. In order to do this people need to be aware of your business. Dan Martell in his YouTube video gives examples of sponsoring a little league team, posting ads on Facebook, and attending events. The role of marketing and its value cannot be underestimated. In order to get to sales, there needs to be a demand and in order to get a demand, there needs to be marketing. The book The New Rules of Marketing & PR talks about how marketing has changed due to the internet so a business needs to keep up with these changes. Demand is less likely to come from ads on TV or in the newspaper. Demand in today's world is more likely to be generated through reaching buyers directly in authentic blogs, videos, news releases, and social media accounts.

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Sales and Customer Service

Once marketing has created a demand, it directly feeds into sales. Then sales will flow into customer service. Dan Martell calls it customer success because if a customer is truly happy with a company or product, they are no longer just a customer, they become a raving fan. Raving fans tell their friends and coworkers and before long that company has more sales.

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