Marketing used to be product based, PPPP – it’s now experience based PPPP

Starting in the 1980s much of marketing is still focused around the infamous 4 Ps – Product, Pricing, Placement & Promotion. This has performed well and in most cases still defines the best performing products on the marketing. Companies continue to improve on a concept and drive products through its lifecycle until it no longer has value. For 30-40 years it is how companies stayed competitive. The consumer benefited greatly as it drove better design, better solutions and drove down price. This is now the price of entry for a new product or service but not the definitive sales. Now customers expect an experience with it.
The modern generation of marketing that is driving revenue and brand is the customer experience. While a positive customer experience still requires good products and service, it is now a component of the overall customer experience. It is now a new set of Ps creating scalable growth:

- People
- Planning
- Process
- Performance

People: Providing people the best experience possible & enabling the best marketers and salespeople so they can perform at their best
Planning: Strategy, growth, positioning, branding, markets, efficiency, content, execution, metrics and technology
Process: The customer experience, demand gen, sales funnel, service – all processes that are critical to scalability
Performance: Marketing has to perform, and more and more is required to drive revenue - It has to perform at a pace better than their competition with greater agility and accountability