Dealing With the Armchair Quarterbacks

Stop the press: I’ve been quoted.

Here’s a pretty interesting summary of an ITSMA article from this summer where Bob Baginski explains how he deals with the fact that Everyone’s a Marketer. Glad my little rant could help frame the question.

The highlights, in Baginski’s words:

Each time I begin to market a new business or new company, the last thing I want to have happen is that my boss comes in on my first day and sets the marketing agenda.

There are four key areas of the business analysis that I would like to highlight because they are so important: 1) client issues and opportunities, 2)  client anecdotes, 3) competitor innovation and 4) your company’s financials.