So, can I lay claim to being the creator of the term B2A? I’ve started using this term to describe the marketing of business to (marketing) agencies. There are also the standard extensions to this: B2A2C, B2A2B etc.
Also back in 1998 I retaliated on the financial community by developing ‘marketing for non-marketing managers‘ workshops. These were enormously successful and were a very successful collaboration with my colleague Andy Hedge from the HR team. Was I first to use the term ‘marketing for non-marketing managers’?
Historically finance people have been assisting the rest of their colleagues by running finance for non-financial mangers workshops. The educational value of these sessions often masks how finance set their agenda out to the listening audience.
Isn’t it time that marketing directors in all businesses introduced marketing training for all disciplines across their organisations?