Businesses everywhere are struggling. Companies are cutting back just to try and stay solvent and yet many fail to position themselves in order to prosper. No matter how large or small your organization, a clear marketing strategy must be employed in order to successfully grow. It’s an ongoing process that you cannot let fall by the wayside.
It is important to remember that Marketing Strategy is not the same thing as Sales Strategy. You need both and they must work hand in hand. A clear marketing strategy equips sales with the tools they need to sell. It takes everyone and every department within an organization to work together to create a product/service that people want to use. Everyone must work hand in hand and understand how together they make success. Often times I see companies where departments don’t get along and don’t understand how the others are beneficial much less producing anything useful. The Sales department thinks they can write marketing materials and design plans and the marketing people typically think sales does nothing but lunch with prospective clients resulting in a waste of money and full stomachs.
As leaders, it is our job to understand and manage to each group’s strengths by empowering each to do what they do best and keeping them from focusing on the areas that are not their expertise. In a very broad sense I liken departments and their goals like the art of gift giving. Each departmental has a mission or a focus as it results to the “gift.”
Marketing -Responsible for the overall presentation of the company “package” & message. What it looks like, how it is presented both to external and internal audiences. Marketing manages perception. Marketing is responsible for the card, the package and the bow.
Sales – Responsible for building relationships outside of the organization, responsible for the personal delivery of the package and getting the prospect to “open it”.
Operations – Provides the overall value of what is inside the package.
Finance, Human Resources, & IT – All provide valuable resources to ensure that the value of the product via technology, people and processes work together to make the best product/service possible. These groups are integral to both internal and external operations.
Often companies cut marketing when times are tough. Many CEO’s have dropped the marketing function in order to cut costs. Not smart. We must protect our name above all else. This is what marketing does – they protect your name and the world’s perception of it.
So where do we cut back when things get tough? We look at every department. We ask our people to come together and do more with less. People will rise to the occasion. They always do. And if someone doesn’t want to be a part of the solution, the company is better off.
You really want to cut back? Survey your employees. They will tell you where waste is happening. They know where you can save money. Your employees have more answers than you realize. We often just fail to ask them.
As my grandmother always said, “You have to fake it until you make it.” You have to continue making announcements about enhancements, case studies, new business (if you have it), and anything else that is newsworthy to your clients. Having a successful marketing plan and strategy will continue to be present your message to the world in a world class way. Remember “Dress for Success”? A proper marketing plan and strategy makes sure you always have the right look and the right message every time you walk out the door. Perception is everything.
The great news about the time we live in is that it is far easier and far less expensive to get your name out there. But don’t you dare stop doing it. If you do, it’s like preparing for a race and then shooting yourself in the foot before it even begins. Don’t do it.
Protect your name and your reputation first. Do the right things for the right reasons. Make sure your priorities are in order. By the very laws of nature, everything else will follow.
A good name is more desirable than great riches; to be esteemed is better than silver or gold. Proverbs 22:1
Kelly Laughlin
President, The Highmont Group
Communications & Marketing
