What is a Marketing Thought Partner

Leah Andrew
SHARE
Share on linkedin
Share on twitter
Share on facebook
Share on email
Share on print

What is a Marketing Thought Partner?

Ever notice how concepts cycle? They cycle as an idea evolves. In the 1980’s it was database marketing, the 1990’s saw customer relationship marketing (CRM) thrive, and now in the 2000’s it’s inbound content marketing.

The notion of a Marketing Thought Partner is really no different. Over the years the term consultant has cycled too, morphing and shifting to include expert, guru, thought partner and many others. Regardless of where you fall, these are all terms to express a person with superior knowledge in one area who can help people or organizations evolve.

The notion of a thought partner was first introduced to me in a 2012 Forbes Article “A Fascinating New Concept: How Thought Partners Add Value to Your Business”:

A Thought Partner is someone who: 1. Challenges your thinking. 2. Causes you to modify or change your paradigms, assumptions or actions 3. Has information or a way of thinking that provokes you to innovate or otherwise leads to value creation in your business, career or life.

The difference between let’s say a consultant and a thought partner is that the latter truly sees the relationship as a partnership. Their main goal is to help modify or stretch your thinking and help you innovate around some aspect of your business through their breadth of experiences, teaching you and your team how to ‘fish’; to be an active participant in new action, rather than a passive observer. Put simply, they are there to help you ‘WIN’.

There is no doubt that thought partners add value to your business. However, in today’s complex, ever changing digital landscape, I would argue that bringing in a Marketing Thought Partner should be table stakes for a B2B business to truly understand their customers, stay relevant and compete to win. True innovation comes from thinking about a problem or solution in a new, unique way, and this is where a Marketing Thought Partner thrives.

SHARE
Share on facebook
Facebook
Share on google
Google+
Share on twitter
Twitter
Share on linkedin
LinkedIn

EXPLORE RANDOM POSTS

Giving thanks and being grateful

A Time to Be Grateful and Say Thanks

Thanksgiving is that time of year that makes me reflect and acknowledge all that I have to be grateful. This year what are you grateful for?

Read More →
Sign for free lunch

What is a Free Lunch Really Worth? Reflections on what Customer Experience Means

What does customer experience mean? For me, it’s about the little, unexpected things brands and organizations can do to create great experiences for their customers. Read on for more reflections.

Read More →
Brand Builder Muhammed Ali

6 Reasons Ali was a Master Brand Builder and Thought Partner

A week ago today Muhammad Ali, born Casiuss Clay, died at the age of 74, having lived a full life. Although he made his name within boxing, he transcended sports and was a true marketer, master brand builder and influential thought partner.

Read More →

Oops! We could not locate your form.

Scroll to Top