WHY MARKETING PERPLEXES CEOS
WHAT IS THE DEFINITION OF MARKETING IN YOUR BUSINESS?
THE 5 REASONS
1. Strengthen your market position
2. Capture market share
3. Build strategic revenue
4. Deliver tactical revenue
5. INCREASE BUSINESS VALUATION
MARKETING SHOULD BE SEEN AS AN INVESTMENT NOT A COST
TOP 5 FRUSTRATIONS
FRUSTRATION #1“YOU ALL SPEAK JARGON ”
FRUSTRATION #2“I CAN’T MEASURE IT”
FRUSTRATION #3“MY MARKETING PEOPLE AREN’T VERY GOOD!”
FRUSTRATION #4“I SPENT $180K ON NEWSPAPER ADVERTISING ….GRR”
FRUSTRATION #5“IT’S LIKE A BOTTOMLESS PIT OF MONEY”
HELP!THE PHONE HASSTOPPED RINGING
WHERE DOES MARKETING SIT?
BUSINESS VISION & STRATEGY
MARKETING STRATEGY
$/SALES REVENUE
MAKE IT
SIMPLE
FIND›CONVERT›DELIVER›
THERE ARE 9 STRATEGIC AREAS OF MARKETING
POSITION
What makes you different to your competitors?
FIND ›
CAPABILITY
Does your business havea functional marketing resource?
FIND ›
CHANNEL
Do you know which channels give you access to your clients?
FIND ›
BUYER’S JOURNEY
What makes them buy from you?
CONVERT›
COMMUNICATIONS
Does your business have a consistent language?
CONVERT ›
STARTING CONVERSATIONS
How do you measure sales performance?
CONVERT ›
PRODUCT/SERVICE
What are you selling?
DELIVER ›
CLIENT MANAGEMENT
Do you know who your clients are?
DELIVER ›
CLIENT SERVICE
Are your client service levels aligned?
DELIVER ›
THERE’S STORIES AND...THERE’S DATA
THE FINDINGS: AUSTRALIA’S FIRST
BENCHMARK OF MARKETING
PERFORMANCE
9 STRATEGIC SURVEYED:
ACROSS:
THEY ANSWERED
45 QUESTIONS
ACROSS THE 9 STRATEGIC AREAS OF MARKETING:
THERE’S ROOM FOR IMPROVEMENT!
THE 5 REASONS
1. Strengthen your market position
2. Capture market share
3. Build strategic revenue
4. Deliver tactical revenue
5. INCREASE BUSINESS VALUATION
FRUSTRATION #1“YOU ALL SPEAK JARGON “
FRUSTRATION #2“I CAN’T MEASURE IT”
FRUSTRATION #3“MY MARKETING PEOPLE AREN’T VERY GOOD!”
FRUSTRATION #4“I SPENT $180K ON NEWSPAPER ADVERTISING ….GRR”
FRUSTRATION #5“IT’S LIKE A BOTTOMLESS PIT OF MONEY”
MARKETING SHOULD BE SEEN AS AN INVESTMENT NOT A COST
STRATEGIC AND TACTICAL
IT’S WHOLE BUSINESS
MARKETING SHOULD NOT BE LEFT TO THE MARKETING DEPARTMENT CEO, HP
www.9strategic.com.au/blog