Strategy - Don't Sell the Marketing Dept Short
by Linda Hartman
On a phone call today with a client, one of the marketing managers made a comment regarding how marketing doesn’t drive the strategy in the company. While I agree that marketing doesn’t necessarily drive the goals of the organization, it does drive the strategy to meet the goal at hand.
In a VAR business, it is the marketing department’s job to create the plan that will lead the business to the goals the leadership has set out. This is highlighted in an article in BtoB On-Line Magazine,http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100118/VERTICAL/301189966/1354/FREE. The article discusses how the Toshiba marketing team took the time to understand the behavior of various influencers at their customer. Once they understood how their customers learned about technology, the marketing team sprang into action with a strategy. The marketing strategy enabled an 11% average annual growth in the medical imaging marketing over the past five years. Recession? What recession? The company has been unaffected by the recent downturn because they knew where to focus. As I noted to my client, don’t sell the marketing department short on its ability to make a difference in any organization.
On a phone call today with a client, one of the marketing managers made a comment regarding how marketing doesn’t drive the strategy in the company. While I agree that marketing doesn’t necessarily drive the goals of the organization, it does drive the strategy to meet the goal at hand.
In a VAR business, it is the marketing department’s job to create the plan that will lead the business to the goals the leadership has set out. This is highlighted in an article in BtoB On-Line Magazine,http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100118/VERTICAL/301189966/1354/FREE. The article discusses how the Toshiba marketing team took the time to understand the behavior of various influencers at their customer. Once they understood how their customers learned about technology, the marketing team sprang into action with a strategy. The marketing strategy enabled an 11% average annual growth in the medical imaging marketing over the past five years. Recession? What recession? The company has been unaffected by the recent downturn because they knew where to focus. As I noted to my client, don’t sell the marketing department short on its ability to make a difference in any organization.
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