Never Lose Sight of What Marketing is All About: A Conversation with Larry Weber
Larry Weber on important changes impacting marketers, but argues that the most successful ones are those who never lose sight of what marketing is all about.
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Momentum ITSMA Staff
February 27, 2020
Larry Weber on important changes impacting marketers, but argues that the most successful ones are those who never lose sight of what marketing is all about.
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When Dave Munn, President & CEO of ITSMA, and Larry Weber, Chairman and CEO of Racepoint Global, reflect on how the role of marketing has evolved over the 25 years of their friendship, it’s surprising to discover that despite the seismic shifts in technology and buyer behavior the essence of marketing hasn’t actually changed.
“Marketing is the influence of opinion through content,” explains Weber.
In a new ITSMA Viewpoint, Weber discusses the most important changes impacting marketers, but argues that the most successful ones are those who never lose sight of what marketing is all about—focus on the customer.
According to Weber, three developments in marketing rise to the top in terms of importance and impact:
Ever the colorful storyteller, Weber digs into the archives to make this last point. Many years ago, he had a rare opportunity to pitch to Ken Olsen, the founder and CEO of Digital Equipment Corporation (DEC). “My team and I worked on that presentation day and night until it was perfect. After the pitch, I asked Ken, ‘So what do you think?’ And he answered, ‘That was the best presentation I’ve ever heard, but I still don’t believe in marketing.’” Ken Olsen belonged to the generation of engineers that believed their products would sell themselves. Today, we know better!
Weber’s advice to marketers at different stages in their careers:
Mine the full impact of Weber’s insights into the progress and purpose of marketing in ITSMA’s Viewpoint, Marketing’s Progress and Purpose: A Look Back and Ahead.