Posts filed under General

Selling by Intrusion

We hear a lot these about the negative effects of "intrusion advertising." Disruption represents the strength of traditional media and by comparison, the largest weakness of social media as an acquisition tool. They both have their place. But marketers should ponder this idea when developing their marketing strategies.
Posted on July 29, 2013 and filed under Branding, General, New Business.

5 Supplier Comments that Turn Capable Suppliers into Loosers

To all of you who supply clents with services, listen up. You can loose a great client within less than one minute with these 5 comments. 1. "Send that request to me in writing" 2. "Exactly, what do you want us to do?" 3. "We will optimize your website for $XXXX a month..." 4. "What charge do you think your client will accept?" 5. "Our company demands a Purchase Order. Your email order is not acceptable even though you are paying our estimate to you in advance."
Posted on April 25, 2013 and filed under Customer Service, General.

The Marketer's Job #1

We tend to focus on the tasks, tactics and strategies marketers use rather than their role. Positioning products, branding the company, analyzing the competitive environment, creating the messaging, outbound combined with inbound marketing, establishing an effective CRM program -- all of these are generally how the job is done and not why the job may or may not be getting done.
Posted on March 7, 2013 and filed under Branding, General, Marketing.

Marketing and Sales Are Not The Same Thing

The other day at a networking session, I met a highly skilled and seasoned sales trainer. During our conversation he made a comment that gave me pause. I had mentioned that marketing drives sales. He promptly disagreed with me saying that the opposite is the case and that sales drives marketing. From his perspective, marketing was a support to sales. I suppose there exists a number of executives and even marketers who see the world through this lens...
Posted on October 5, 2012 and filed under Direct Marketing Strategy, General.

CMO Success Hinges on the Company’s Marketing Culture

Marketing success is a corporate venture rather than a solo role carried by the CMO. The CEO, CFO, the board and every employee in the organization exist to make the company a successful selling machine.

Lately I’ve read reports that celebrate the fact that CMO tenures are increasing to a little better than two years (as if 28 months was something to brag about). The question is why?

One report suggests that the CMOs are “increasing their alignment with their C-suite peers,“ hence the increase in tenure. That is balderdash!

The more likely scenario: the economy is improving and CMOs are getting a reprieve.

I think external factors and the companies themselves affect CMO tenures more than the CMOs.

This leads me to the conclusion that CMOs must strive to ally themselves with great marketing companies if they want to improve their tenures well beyond where it is now. What do I mean by that?

Great marketing companies‘ cultures support the hypothesis that marketing success is a corporate venture rather than a solo role carried by the CMO. Only then is true CMO success achievable.

The Apples of the world are rare. It is clear that every one in the organization is there to serve the customer from CEO, Tim Cook all the way down the line. And their sales results and customer service ratings clearly reflect this as one of Apple’s prime missions.

As a marketer, I long for more opportunities to associate myself with such forward looking enterprises. And truly successful CMOS go to great lengths to find them and work for them.

The CEO and all company leaders in such organizations understand what Peter Drucker said long ago: “Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business."

The bottom line: no CMO can succeed in his mission until it becomes everybody’s mission in the company he works for.

Posted on March 19, 2012 and filed under Direct Marketing Strategy, General.