Mark Osborne argues that most marketing and sales teams operate on false assumptions about their customers, leading to wasted sponsorship and partnership spending. Real understanding of what customers actually need and do is essential for effective strategy.
this idea of it all comes from really understanding your customer and the other things that they're doing. And, you know, so often we see folks from a marketing and sales perspective get sort of caught in a trap where they have their perception of the customer, but they don't really know the customer. And so their false assumptions about what the customer wants or what else is important to them leads them to do sponsorships in a very simple, you know, investment of time and money that's just not aligned with where their customer is. And that same thing obviously holds true from a partnership perspective, and it's just, it really underscores that need to understand the customer on a deep level.
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