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"Marketing is about listening."

Stuck at the bottom of an article on why working in marketing sucks (note to current boss: I'm actually really happy with what I'm doing right now, and I mean that 100%), there's this little nugget on what we weasel-y marketing types need in a boss.

"...upper management should work with the C-suite to completely align the company’s goals with the customer’s needs. Marketing is about listening. (emphasis mine) As Kristin Zhivago, President, Zhivago Management Partners, said at B2B Summit 2011, 'Current customers will teach you how to sell to new customers.' The C-suite doesn’t always get immersed in what customers are thinking and saying. So, it’s up to marketing to listen and translate those messages."

Good marketing isn't about pushing out a message that nobody wants to hear. Good marketing is listening to what people are asking for, and then exceeding that perceived need.

“"Marketing is about listening."”