Course Corrections in Marketing – it’s ok if they happen

Course Corrections in Marketing – it’s ok if they happen

Course Corrections in Marketing – it’s ok if they happen I did something today that I have only done once before; I totally messed up my travel itinerary. I’m a day off on everything. When this was brought to my attention, I had a beverage and started the phone calls to change the plans. Is this ideal, no. Did it work out, yes. Did it work out great, well actually yes. I started thinking about how this relates to marketing and marketing activities. We often start our marketing activities with the best intentions and at some point we have a trigger that lets us know we should reconsider our direction. The …

Marketing a Strategic Advisor? Yes!

Marketing a Strategic Advisor? Yes!

[section background_repeat=”repeat” background_position=”center top” background_attachment=”static” background_scroll=”none”] Marketing a Strategic Advisor? Yes! Why do sales and marketing act as two separate organizations?  Sure, marketing supports sales by providing “marketing functions”.  Sales provide “input” to marketing to give them the fuel for their “marketing functions”.   This can be much more efficient when Sales and Marketing work more closely and Marketing takes on a role of strategic advisor to drive revenue growth. A recent survey showed that nearly two-thirds of the CEOs think their marketing programs have impact.  Think?  That’s not very good.  And I see this in my business – the division between Sales and Marketing; that only Sales brings in the revenue and Marketing sometimes …

Partner Enablement: Sure is a lot of it lately!

Partner Enablement: Sure is a lot of it lately!

Partner Enablement: Sure is a lot of it lately! I have heard the phrase “we need help with our partner enablement” many times in the last 2 weeks. Are companies now figuring out that partners and channels are essential to revenue growth, or are there not that many good people who know how to really enable a partner and therefore it’s a skill that is lacking in organizations? I prefer the later – it makes me a more valuable resource. But in all seriousness, the answer is both. Well, maybe companies are not just figuring it out but they certainly see the value of a channel, partner, or OEM that is complimentary …

The Story Will Live On: Importance of marketing strategy and messaging

The Story Will Live On: Importance of marketing strategy and messaging

The Story Will Live On: Importance of marketing strategy and messaging You get together with friends; laughs, food, beverage, and stories ensue. Your friend reminds you of the time they go to put on their shoes and found the extra-long tongue on their beloved Converse shoes had been cut off (*read story below in footnote). We all laugh and realize these are the stories that we’ll tell years later and bring us instantly back to a point in time. Marketing and promotion at your business is a collection of stories. With the Internet, social media, and your competitors collecting information on you, you need to be ultra-aware of the stories …

Holistic Marketing – Integrated Marketing Strategy and Execution

Holistic Marketing – Integrated Marketing Strategy and Execution

Holistic Marketing – Integrated Marketing Strategy and Execution I talk about taking a holistic approach to marketing, but what does that really mean? It sounds all sort of green and granola-ey (which is never a bad thing, especially being in 303!) Holistic by definition is relating to or concerned with wholes or complete systems rather than the parts. Lots of marketing is an email campaign here, an event there, a pile of barely used collateral, and maybe some messaging; completing the checklist constitutes getting the job done. But in reality, the marketing is disjointed, activities do not build upon each other, resources (human and $) are not optimized, and the …