It is your responsibility to vet your sources and be prepared to stand behind your questionable statistics - especially since it’s got your name on it. Also, stop plagiarizing.
I’m not the world’s best marketer (though neither is Guy Kawasaki, IMO), but I’ve worked around quite a few in my day and I think there are certain characteristics that can make someone an unstoppable marketing machine. And if you work with someone like this, please let me know cuz I want to work with them too!
1. They do their research. They may not be an expert in every marketing practice out there, but they’re inquisitive enough to have a general understanding of the myriad of existing disciplines and to understand basic concepts like click-thru rates, on-page optimization, circulation rates, etc.
2. They cross-media their brains out. They understand that no single channel lives in a vacuum. Instead, they consistently look for ways to carry their message and strategy across print, radio, TV, online, mobile, social, etc, etc, etc.
3. They dig into the analytics. And not only do they dig in, they use the data to constantly test and optimize, even (and especially) mid-campaign.
4. They maintain a good relationship with their sales team. Sometimes we forget that it’s not a competition. And, if they’re ever invited on a sales call by one of their colleagues, they jump at the chance to learn.
5. They understand that books and articles can be helpful, but that simply mirroring or parroting the advice given isn’t really a thing. It’s never quite as easy as the book makes it seem.
6. They take their agency to task. If you’re not questioning the suggestions your agency is making, then I question if you’re paying attention. They do not know your business better than you. And if they do, then you need to look for a new job.
7. They get that a customer’s experience is paramount. Because an excellent customer experience makes their job 10000 times easier.
Pinterest, why so wonky??????