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I play bass in a classic rock band. We were doing a sound check at a recent gig when I hit the last note of the song and – plunk – I broke a string! Marketers for professional services firms should expect, and be prepared for, inevitable setbacks in the submittal process. Back it up (with bass, if needed)
with World War II, refers to having someone’s back. Marketing is the ultimate team profession, but just knowing that other people are working on the same initiative does not equate to having all the bases cov- ered. It is wise to designate a specific individual as your backup in case anything goes wrong (that never happens, right?). The relationship should function like the lead actor and the understudy who is ready to step in at any moment’s notice without missing a line. ❚ ❚ The magical “Save As”. File Explorer, OneDrive, “When backups are mentioned, most folks immediately think about information technology, computer files, and databases. What about our marketing world?”
Close to 60 percent of bass players polled by the website Ultimate Guitar said they have never broken a string. I have been playing since 1988 and this is the third or fourth time this has happened. Suffice it to say, this issue pops into my mind every time I am packing up for a gig. A backup instrument always comes along for the ride. After the sound check incident, my panic subsided when I glanced over at my second bass just waiting to be picked up. When backups are mentioned, most folks immediately think about information technology, computer files, and databases. What about our marketing world? A study by software developer Workfront indicated that 80 percent of marketers say they are overloaded and understaffed. This lethal combination of too much work being done by too few staffers screams the need for backup. Here are three areas we should look at: ❚ ❚ Who has your 6? The phrase, commonly associated
Javier Suarez POP MARKETING
See JAVIER SUAREZ, page 10
THE ZWEIG LETTER October 8, 2018, ISSUE 1267
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