Think of this way:
Strangers → Communication Process → Ideal customers
Here’s a conversation Prashanth and I had about this topic:
This is a very simple fundamental way to look at marketing. It’s starts with people that don’t know or trust our organization, going through a communication process at the end of which we want to end up with customers who will receive value from the products and services we provide - ideal customers.
Thought of in this way we can see things more simply.
It’s a process and the theory of constraints tells us that most likely there is one over-arching bottleneck which is limiting our throughput.
A company’s problem is always how to measure the system, know where the real bottlenecks are and optimize those bottlenecks.
In practice most organizations don’t look at this as an entire company process and all of this is very siloed.