Over the seventeen years we've operated Mothers of Invention, we've carefully listened to the opinions, biases, and diatribes of people with absolutely no belief in the power of marketing.
To win them over, we've presented real-world data, low-cost test methodologies, and bulletproof economic justification for robust marketing. We've urged, pushed, and even begged the non-believers to give good direct marketing at least one good test.
In the overwhelming majority of cases, our efforts didn't make one shred of difference.
Many cynics come from environments with dysfunctional marketing teams. Bad outcomes are all they've ever known.
Some invested heavily in mediocre or poor marketing that didn't pay off. Now they think marketing is nothing more than a money pit.
Others badmouth marketing for entirely selfish reasons: A dollar in marketing is one less dollar in their budget.
We've even seen a couple of cases where tests were run, projectable results were in, the outcome was obviously successful -- and the People In Charge still wouldn't pull the trigger on a rollout, for no good reason.
Lesson: Efforts to convert diehard marketing cynics are almost always a waste of breath. I just wish I knew that seventeen years ago.