As we conclude our persona workshop today, I want to leave you with one final thought. And it's this a company that cannot fully empathize with its customers can never be market driven. marketers need to achieve a higher vantage point in order to provide the utmost value to your company. And this is this leads to a concept that I call the marketing hydrate. And I define it this way. The marketing high ground is that special place where you understand the market so well so completely, that you become acknowledged and valued internally as the customers advocate.
Now, why is this important? I think all of us in our careers have probably fallen victim to being reactionary in a marketing capacity. People come to us sales. reps come to us executive management comes to us multiple times on any given day to ask us to execute a whole variety of activities. And sometimes we know that those activities may not make a whole lot of sense, or it seems ultimately reactionary without a reason or a direction that that offers clarity and perspective that's relevant to our target audience. And when we don't have a leg to stand on when we can't argue why certain things don't make sense, why we can't argue that certain activities do make sense is because we lack an appreciation or an understanding of what matters to our customers, we lack being on the marketing high ground.
Now imagine a world where you do understand the persona so well. So when people come to you to ask your advice, or to say, Hey, I think we should do a brochure or a datasheet. You're able to step back and say, You know what, based on how I understand our customers, the problems that they're trying to solve the type of information and content they want. You're in a much more credible position to guide your organization towards an effective marketing campaigns. And that's what it's all about. It's about our being able to be more effective guides to our companies.
So they get ultimate return on investment on any marketing dollar that you spend. So if you also think about it, the marketers are in the best position in your organization to truly understand your customers, because we have the opportunity to see and interact with a 360 degree perspective of our customers world. And that's not only being in touch with manufacturing and r&d and our sales organization, but we also have the opportunity to see the business side from the customer's perspective. We're the ones most likely to better understand the problems. They're trying to solve their values, their fears. And as marketers, we want to bring those two worlds together.
And we do that not by knowing All the answers. The way that we do this is we bring the right questions to the table. We bring our colleagues to sit around the table for the persona exercise, and just say, you know, let's evaluate what our customers are trying to do. Let's put ourselves in their shoes. As we figure out both with features we should prioritize and what messages and marketing offers we should go to market with. This provides a unique opportunity for marketers to step up to the challenge to be more strategic and the marketing highground is what I call that special place that we're all striving to achieve.
In conclusion, for our time spent together, let me offer these three points to take with you first, whoever understands the customer best wins, and the persona is the foundation for any marketing plan. And finally, use your persona exercise to unite and align Your team Good luck and good marketing