Marketing nowadays seems so much just about technology, but human imagination and creativity are vital for the development of strategy and answering the question ‘Why are we doing this?’. With that in mind, in recent weeks I’ve found myself returning to another question: does using a tool well mean we understand the work we are doing?
I was thinking particularly about automated marketing systems – tools that can generate target audiences, build email campaigns, monitor engagement and arrange follow-up. These are often used in professional services firms, especially smaller ones where marketing may fall to someone whose main role is elsewhere, such as in operations or fee earning.
The value of these systems is clear. They are fast, efficient and help keep things organised. But the concern is this: while they do the task, they do not always help people understand the thinking behind the task. And that may be a problem.
The benefit of knowing what you are doing
If someone is trained only in how to use a particular system, they may be able to send a campaign – but not know why they are targeting a certain audience, what kind of message will resonate, or how that work fits into a wider business development effort.
This can lead to a few difficulties:
- If the person leaves, the knowledge may leave with them
- If something needs to change, there may be no confidence to make decisions
- If results are poor, there may be no insight as to why this is
The role of understanding in small firms
In firms where one person may be wearing several hats, understanding how marketing works is still important. That doesn’t mean formal qualifications or becoming a full-time marketer. But it does mean having a basic grasp of:
- Why segmentation matters
- What a customer journey might look like
- How marketing supports long-term relationship-building
- What a good outcome actually looks like, beyond the numbers
When people understand this, they are better placed to use systems well – and to ask the right questions when something doesn’t work.
A practical and balanced approach
Training on a system is still valuable, and essential in many ways. But so is a simple, clear process that is written down, with a bit of context behind it. This helps:
- Keep things consistent
- Allow others to step in when needed
- Make learning easier for those new to the task
It does not need to be overly detailed – just enough to help someone understand what they are doing and why.
Final thought
Technology helps us move faster and more accurately. But as professionals working in services where trust and communication matter, we should be careful not to lose the human understanding behind the work.
The tools are useful – but they work best when people know what they are doing and why.
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