Marketing management, at least at the majority of hi-tech companies I am a consultant with, has been relegated to communication, advertising and promotion activities.
And why should senior management get excited about marketing? Ever witness a marketing planning session when the chief executive asks, “What will I get for the $100,000 ad?” Or, “What percent of new business will this campaign buy me?” When questions like this are asked, you can hear a fly burp….
I know it’s hard to convince senior management (I’ve been there) that the marketing department can produce moneymaking results. But that’s what marketing managers need to do if they want to be recognized.
So, how can marketing managers get the respect they think they deserve? Here are five steps. I know this will take work (pain). But once in place, it will transform traditional marketing plans into company strategies (gain).
La sintesi è: metti quante più informazioni rilevanti riesci a trovare (su marketing, prodotto, finanza, vendite, mercato) sugli ultimi 36/40 mesi, sovrapponile, sfasa quelle del marketing indietro di circa 3/4 mesi, e mostra. Il risultato pare garantito, se non per prendersi il merito, almeno per incolpare qualcun altro del fallimento.
Per i dettagli dei 5 passi No Pain-No Gain: Five Steps to Gain Respect for Marketing