One Challenge for Manufacturers:
Extending process control to marketing
Over the last decade, many manufacturers have implemented ISO standards, including systems to help ensure:
- customer focus
- concentration on processes
- systems approaches to management
- continual improvement, and
- factual analysis in decision making.
While ISO and results-driven decision making have begun to drive purchasing, operations, quality control, and other departments, marketing often emerges “unscathed” from the process.
“If it can’t be measured, it can’t be managed.”
Regardless of the size of your organization or whether ISO is in place, applying an “ISO-type” process to your marketing can produce significant, measurable results. Don’t know whether your current marketing efforts are working, or worth the expenditure? A more structured approach to marketing planning positions you for continual improvement and decision making based on facts, allowing you to direct dollars where they’re most productive.
One Challenge for b2b Service Providers: Getting on the short list
What motivates you to request more information from a potential new vendor? More than likely it begins with that organization speaking directly to your needs, as well as addressing the concerns of other decision makers in your company. That process demands consistent, targeted communications focused on relevant benefits.
Shorten the trip to the “short list”
With your marketing plan as your roadmap, and your consistent brand / identity as your Road King Classic, determine the most compelling message to reach your sales destination and new prospects. Target your communications to each person in the decision process. Give prospects the information they need to make their decision easier, the roadmap back to you (and the solution to their problem).