by Linda Hartman

Marketing in the channel often conjures up notions of seminars, webinars, telemarketing campaigns and the like….. However, what if, for one second you stopped and considered marketing as the growth engine to your business? Imagine the possibilities of every tactical implementation leading to a tangible organizational goal, such as, better sales penetration of current customers. Wouldn’t that be a great thing?!

In a previous post, we discussed the importance of commitment from senior management. Part of that commitment is sharing the future vision of the organization with the entire company. The point of this is to get everyone on the same page. The value of an organization having everyone on the same page means every marketing campaign can have a goal that ties back to the overarching company strategy.  The sales team that understands the end game strives to participate in whatever way necessary in order to help the team meet the company’s objective. This is much more than merely gathering the troops in a circle to sing “Kumbaya”.  Embracing the belief that good marketing drives real growth, and good marketing comes, in large part, from the power of everyone working in unison toward a common goal. BRILLIANT!