Marketing – even great marketing – can’t perform miracles.

It can’t make up for a bad product. In other words, you can put lipstick on a pig but it’s still a pig!

Sooner or later, a bad product will be found out. Its failings will be discovered, highlighted, and shared.

marketing Content is king but a great product is an ace in the hole.

A great product makes marketing easy or, at least, easier.

It propels brand storytelling. Marketers can tap into customers seeing huge value from the product.

A great product fuels sales because salespeople can truly believe what they’re asking prospects to buy.

And a great product makes recruiting easier because there’s palpable excitement about a company’s future.

So, here’s a question: what does a marketer do if their company’s product is bad or mediocre?


I’m a fractional CMO for fast-growing B2B companies that want to drive more engagement, attract better prospects, and grow sales. I help companies with brand positioning and strategic plans and oversee tactical execution.

Book a free 30-minute strategy consultation to discuss how I can help you on an advisor, project, or part-time basis.

Listen to my podcast, Marketing Spark: 20-minute interviews with marketing and entrepreneurs in the trenches. Subscribe to my weekly newsletter, featuring curated content about marketing and sales.