The Five Stages of Death and Marketing - Deciphering Marketing Speak
Stumbled on this recently, about how finance and marketing work together -- entertaining and thoughtful! An excerpt:
As an ex-finance guy who now works in marketing, I have been involved on both sides of this cycle for twenty years.
I have come up with a model, based on Dr. Elisabeth Kübler-Ross’ book On Death and Dying, to help finance people better understand marketing people during the budget process. Think of it as the financial controller’s field guide for understanding marketing behavior. By using it, you can ask your marketing counterparts the right questions during the budgeting process using language they understand in a nonthreatening way to help reach closure around budgets. Just like the model in Dr. Kübler-Ross’s book, which I first read in high school a long time ago, not all of these stages occur in all marketing people, and they don’t always occur in order. But they all occur.
Stage One: Denial
"I am going to ignore your email asking me to justify the cost of the local golf tournaments we plan to sponsor next year. You obviously sent it by mistake, and if you didn’t then you just don’t get it. Maybe you’ll go away."
More here: The Five Stages of Death and Marketing - Deciphering Marketing Speak
Technorati Tags:
Finance,
marketing
Comment Notification
If you would like to receive an email when updates are made to this post, please register here
Subscribe to this post's comments using
Comments
Leave a Comment
About john.mullinax
John Mullinax is a Platform Strategy Advisor with Microsoft's DPE Team. Before joining Microsoft in 2006, John held a vartiety of positions at Ford Motor Company, most recently leading IT services strategy to support explosive business growth in China. Other positions included: Enterprise Architect, Application Portfolio Management, Technology Governance, and Product Manager. Prior to joining Ford, John earned his MBA at the University of Washington. Before that, he was Director of Elections for Douglas County, Washington, where he conducted the first Federal mail-ballot election in the USA. Subsequently, he joined the Secretary of State's office as a consultant working with county election officials in Washington state to improve operational effectiveness, integrity, and security (aka, to prevent the kind of debacle we saw in Florida in 2000).
