3. Marketing is not difficultWe just make it that way
Role of marketing is a simple one
To anticipate customer need and develop appropriate
products/services/offerings to meet that need
To help sell; sell more; sell for more, sell more for more
Common-sense approach
So whats the problem? Do we
Over-complicate?
Really understand our customers?
Really understand the business?
Show the value of marketing in the right way?
Speak the right business language?
Understand the financial impact of our proposals?
Guarantee results?
Are we accountable?
Is it any wonder marketing is on trial?
4. Keep It Simple
Trust in yourself and your own knowledge
Apply a zero-budget mentality to all future marketing
Only measure the measurable
Move towards performance based marketing
5. If we are on trial, who is the chief prosecutor? Managing
Director? The judge Sales? The jury Operations? The jury HR? The
jury Finance? 6. The battleground between Marketing and Finance
Marketing are the medium-longterm visionary, optimistic risktakers
Brands, image, awareness, messagesProducts, services and market
share 100% market coverage To spend money To take risks Take the
longer term view Finance are the ultra-sceptics who manage the
numbers and minimise risk Positive top and bottom line impact
Attractive returns (ROI) Repeatability, growth and
sustainabilityContain and control spending Minimal risk Take the
short term view
Fights are usually over
The degree of optimism
Ability to execute
Riskinvolved
Predicted payback
7. Make best friends and work with Finance
Always check
Do you see reality in the same way?
Do you have clarity on your strategy and where to play/how to
win choices?
Do you have a sustainable business model?
Are you aligned in execution?
Are you aligned in key metrics and definition of success?
8. A new strategy for marketing We need to check our
behaviour
Think - understand the business and our impact on the
business
Say express the value of marketing in business and financial
terms instead of pure marketing speak
Plan develop operationally oriented marketing plans aligned to
business objectives and targets
Measure move to performance based marketing methodologies
Do - become more accountable and be advocates for marketing
throughout the business
