As a marketing professional, I have been called on to do the
impossible. Increase market share. Build the brand. Reduce the reliance on often expensive
outside programs and agencies. Measure corporate investments including existing
marketing talent. I have consistently
met and exceeded these goals.
Unfortunately for many companies their lack of marketing
vision and knowhow affects them in ways that often go unnoticed. Do they realize the impact of a negative
review on a message board? When the corporate
Website is clunky and hard to navigate is it any wonder lead generation from
this source is minimal? Are company
experts highlighted to personalize the brand to look like an authentic player
in the market and not two guys and a hot Web designer? Are they up on the latest marketing
tactics? Even writing of the proven news
release has changed in the past year.
That’s where I come in.
With a solid understanding of marketing and proven success stories, I’ve
often been called upon to ‘shore up’ marketing programming. In my experience it all starts with messaging
and content. Do message points resonate
with prospects? Do they solve a business
issue? Is the sale team trained to
deliver and prove message points with new content? There’s often a huge disconnect between what
might be found on a Website and what marketing and sales team distribute. I get people on the same page to not only
speak the same language, but to do it with confidence.
If you read nothing else, read this: THERE ARE NO SECRET
BULLETS IN MARKETING. If you’re like me,
you are bombarded daily with emails promising the world. You can rank #1 in Google searches! SEO efforts can drive traffic to your Website
overnight! Advertising with our
publication puts you in direct contact with key decision makers! Exhibiting at our show or virtual event will
outperform all of your lead generation tactics!
Often in an act of desperation, a senior VP or even a CEO will demand
that you take part in these shenanigans.
So where do you turn?
What do you do? Give up? It looks like a lot companies are doing that
or are wasting money that could be better used to target efforts and measure
returns. What does this require? A marketing leader who has been in the
trenches and can build teams and teamwork to get the job done. The
biggest failure of marketing organizations is often the dysfunction that has
been developed and often fostered by poor communication between sales,
marketing, product and executive teams. People
often fail to realize they are all in the same boat in an organization. If one fails, the entire organization can
fail or flounder.
But who am I to come out with this take on marketing? Take a look at my resume. You will see the results and the caliber of
corporations I have worked with. Each
position to me was much more of an opportunity than a challenge and I am lucky
enough to be able to correlate my work with direct success at each
organization. This includes the ability
to say, I left it stronger, more profitable and on better footing than the day
I walked in the door.
I’m sending this note to you to ask that if you are ready to
take a serious approach to your companies marketing programming that you
consider me as part of that initiative.
I am ready for my next opportunity to prove to you that when marketing
hits on all cylinders, great things happen.
I am the rare individual who can bring people together to collaborate,
and implement solutions that affect the bottom line.
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