The Marketing Stack, aka: Why Do You Keep Getting Fired?
Ian Lurie Apr 21 2014
Update: I wrote a much longer, more complete article about this, called One-Trick Ponies Get Shot And other stories: Digital marketing strategy done right. You might want to read that, instead.
TL;DR version: Strategic thinking + tactical recommendations grows digital agency/client relationships. ‘Strategy’ means thinking across all digital disciplines — not just the ones in your contract. We created the Marketing Stack to explain it. Click here to see it.
Tactics should drive strategy, which should drive tactics.
Now that you’ve sprained your frontal lobe, let me explain:
A Story Older Than Money
Recognize this graph?
That’s the inevitable relationship cycle for 85% of all SEO, PPC, etc. marketing contracts: Honeymoon. Ho hum. Oblivion.
Oblivion arrives when the client says something like:
“We love you guys, really, but it’s time to try a different option. You’re fired.”
If you run an agency, that’s a stab-yourself-with-a-spoon, slam-your-head-in-a-drawer moment.
The Nagging Question
I’ve always told my team we did a great job (we did) but that it was time to move on (I guess).
But I’ve known all along: Something’s not right. If we deliver clear value, and the client knows it, why should we ever get fired?
I know I’m ignoring some of those unavoidable gotchas around internal politics, mergers and such. But for us, at least, those are the exception, not the rule.
To many clients, the value *isn’t* clear. Why?
It’s the Silos
I’ve talked about over-dependence on data. But that’s the tip of the iceberg.
It’s the silos. Traditional digital wisdom has been: Don’t cross the invisible line! Stay within your scope of work!!! Otherwise, you’re doomed!
We need to turn that completely inside-out.
Tactics < Strategy < Tactics
If you want to deliver years of value to your clients:
- Start tactical: Do the job for which we were hired.
- Then think strategically, outside that job. Find other strategic opportunities.
- Make tactical recommendations around those opportunities.
The numbers reinforce the model: I looked at 10 years of our client history. Where we followed this formula, we kept the client 3x longer. We also got hired for more and more work.
It’s the classic T-shaped knowledge set scenario.
I’ve tried to help clients and marketers visualize this for years. I started with Conversation Marketing, way back in 2000. But I’ve been testing another idea for a year and it resonates:
The Marketing Stack
The marketing stack shows the strategic ‘containers’ of an internet marketing campaign. There are only two rules:
- Every component of the stack impacts all components above it
- Every component is essential to ‘healthy’ marketing
Putting it All Together: The Marketing Stack Explorer
The Portent team built an interactive explainer that lets you visualize the marketing stack:
But that’s just a picture. Take it for a test drive.
I’ll be publishing more about stack containers over the next few months. If you want to know when those posts go live, or when we upgrade the Marketing Stack Explorer, follow me on Twitter or Google Plus.
PS: I’ll be talking more about the Marketing Stack at my May SEMPDX presentation.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More