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Marketing Basics Effective Marketing is more than Advertising! Think basics - 4-Ps + Profit | 
| Marketing - a key to success in any company. But, it should not stand alone or operate as a maverick. Achieving Success and Winning, especially in very competitive environments is easier to achieve and more fulfilling when Marketing forges a partnership with Sales on one hand and Finance on the other. The three legged stool stands best with all three legs providing support. With the strength of 3 you will create the 'Vision' of one. That's genuine balance gained from a solid team approach with no Silos. |
| The Team Approach Marketing - Sales - Finance
| Following is an example of a Team approach used in shaping a plan that would resolve a growing issue to kick-start short-term growth. The plan will attract new business, add customers, increase gross sales revenues and minimize sales acquisition costs (SAG) resulting in improvement of Gross Profits over the next quarter.
To limit costs the Team chose build a quick and easy to implement plan for a 'Pull Strategy.' The Team's plan focuses on tactics to leverage the company's current strengths, which the team believes is 'company controlled' distribution. This could include: Inside Sales, Retail Stores, Catalog Distribution, A Retail Website and Telemarketing with a Team from within the company's current Customer Service group.
The Team's approach did not include a 'Push Strategy.' Such a strategy would use other types of channels that are not currently available, too costly or not 'quick and easy' to plan and roll out. A 'Push Strategy' would have used channels like: Outside Sales Reps (B to B selling), Account Managers (Major Accounts Management), MVNOs (Multiple Virtual Network Operators) or Authorized Agents. |
The Team's Plan - Direct Mail Direct Mail is where the growth strategy would focus. As the plan unfolded a number of questions were asked and answered by various TEAM stakeholders. Each member of the TEAM would would work as one to develop, share and gain buy-in for: Strategies and Tactics to achieve Forcasted Results. The Team's process would develope: Tactics - Action Items
- Responsible Parties
- Deliverables
- Time-Lines
As always, it was a numbers game. Yet this time, each Team Member would be an expert resource and an equal member of the Team. Decisions would be made on a Team basis and the Team would be individually and collectively accountable. The resulting recommendations had something for everyone. The plan aligned with the Company's strategic direction and included estimates for: Revenue Expense Sales Volume Net Income
Results Model and Q & A A successful marketing plan should have a model like (see the link below) and it should ask and answer a key questions like: How many prospects reached? What are the costs to acquire each customer (SAC or CPGA) on average? What are the sales results expected and funnel activity ratios? What are the assumptions for Gross Revenues, Cost of Gross Sales, Operating Expense? What are customer churn (cancellation) assumptions? Do you expect any canabilation from the current customer base? What is the Lifetime value of an average customer? What is the total Net Income forecast from the campaign? Is it achievable and does each stakeholder sign off on it?
The model is a simple example of a working model that allows for decision-making what-if changes to gage results in various scenarios. |
The 20 Habits of Lousy Marketers (What Not To Do!) By: Nadji Tehrani - Chairman & CEO Technology Marketing Corp. November 2006 - Vol. 25/No. 6 |  | It's as important to know what Not To Do as it is to know what To Do to achieve Winning results. "The 20 Habits of Lousy Marketers" will provide some humor while giving guidance about what not to do! | 20 Habits of Lousy Marketers! (Click) | |
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Please Review Our Collection of Documents Visit Our Tools & Resource Library (click) Remember - EXECUTION, is 'how to get it done!' - Jack Welch |  | Have a look through our material in the Documents and Resource Library - we think you'll find them useful. We have hundreds of reports, models, presentations and documents to fit many situations, though only a few are present in the library at any one time. If documents and learning are the fuel then EXECUTION IS THE ENGINE. If it is time to for change, and you a need additional support, send us a note at the email address below. You can be sure that we'll be in touch quickly and that our conversation will be candid, open. Further, we will make every effort to leave you with more than when we entered the conversation. We will of course expect to execute an NDA to facilitate an open exchange of information. Should we find that we're not the best resource to support your current needs, or currently unavailable we will tell you and work to point you in the right direction. |
ex-e-cu-tion add the power of experience . . . The-Virtual-CEO! | ex-e-cu-tion (ek si kyoo shun), n. 1. The missing link. 2. The main reason companies fall short of their promises. 3. The gap between what a company's leaders want to achieve and the ability of the orgainizations to deliver it. 4. Not simply tactics, but a system of getting things done through questioning, analysis, and follow-through. A discipline for meshing strategy with reality, aligning people with goals, and achieving the results promised. 5. . . . . . |  | We recommend "EXECUTION - The Discipline Of Getting Things Done." This book is reinforces a set of facts - no what material we might provide, or what level of careful planning you prepare, or the level of motivation and energy you create among your valued employees - Winning requires successful Execution! The authors, Larry Bossidy (one of the worlds most acclaimed CEOs) and Ram Charan (legendary advisor to senior executives [Jack Welch of GE fame] and boards of directors) have partnered to create a great book about one of our favorite topics - getting it done! | |
For more enlightenment - give these a try too! | 
Seeing What's Next by C. Christensen, S. Anthony and E. Roth | 
The Art of What Works by William Duggan |
The Virtual CEO Thank You For Your Interest!
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