I’m a marketing lifer. Some of my friends call it an obsession. I prefer to say that it’s a calling. At least that sounds better. I’ve been at this for over 30 years, but I can honestly say that the past 10 years have been the wildest ride. Why? Because marketing has never been more challenging as we struggle to capture the attention of a time-starved society. On the plus side, we have more tools available than ever before to break through the clutter and measure how well we are doing. On the negative side, we have more tools at our disposal than ever to break through the clutter and measure how we are doing. Sound familiar?

Like many marketers I’ve dedicated myself to finding the Holy Grail of our profession. My journey has taken me to the deepest and sometimes darkest regions of the marketing landscape and I’m here to share some of those experiences with you. My goal with this blog is to bring a heavy dose of reality with a little levity, and begin the No BS conversation that’s typically reserved for the water cooler.

Welcome to the Randt!

I’ve spent my entire career challenging the accepted and the perceived limitations of what marketing does for an organization. I know marketing is a strategic function, and that marketing works best when it interfaces with other key departments likes sales, finance, manufacturing and more.

Marketing has indeed changed. In fact, it may seem like brain surgery because it is changing so much.

What hasn’t changed are the fundamentals. Send the right message at the right time to the right audience with the right frequency. This brings me back to the scene in the classic film Bull Durham, when the manager lectures his young players about baseball fundamentals. “It’s a simple game. You throw the ball, you hit the ball, you catch the ball. You got it?!”

Ready to get off the marketing hamster wheel? Check out this two-minute video