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Sales and marketing leaders know whether a marketing team is producing. Market analysis is meaningful and timely. Product and service launches are on time and within budget. Product and campaign recommendations are creative, constant and consistent. Leads are rich, unique visitors to the website are plentiful, potential investors are calling and the company's products or services are often mentioned or featured positively in industry news. Everything is measured.
Conversely, the signs that a marketing team is not producing are self-evident. Product launches are often late and over budget. Market analysis is spotty and inconsistent. New product ideas and marketing campaigns are dull and unimaginative. The lead generation process is broken and substantial sums of company money are spent on wasted efforts like vague print advertising, meaningless PR and ineffective tradeshows. Nothing is measured.
Marketing change management re-focuses the company's marketing organization, tools and processes. It aligns the vision with the marketplace, removes execution roadblocks and drives action to acquire, retain and up-sell profitable customers.
The organization becomes inspired and more productive using existing budget and resources. Skill sets and experience are matched to specific challenges and opportunities. Tools like 15 month rolling calendars, fact-based marketing plans, product taxonomies and campaign management software appear and are used consistently and effectively to create opportunity and save the company time and money. Processes like market trend analysis, gathering competitive intelligence, creating marketing campaigns and gaining organization buy-in become timely and produce great results continually.
Marketing becomes a strategic ally to senior management, sales and product development… not just another group that has to be managed.
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