Marketing Sophistication Alone Is Not Enough

The world of marketing is increasingly sophisticated. There are an abundance of models on which to base your strategies from traditional Kotler 4Ps and Porter's Value Chain to digital and social media methodologies which allow you to talk to THE individual you seek.

However it's still important to ensure that selling is built into the mix. For some small and/or less sophisticated and/or high trust firms the whole process can be completed without the need for a person. But for a significant number of us from consultants to book-shop owners marketing will only get the prospect to our door and then selling needs to happen, and the need to switch from what might have been an orderly hi-tech approach to now a subtle hi-touch approach. 

Attention must be given to that messy, less orderly, people-rich selling process otherwise the marketing investment is wasted. Maybe even damaged.