These blog entries of late seem to draw more interest than normal...
There is something so satisfying about going live with new enterprise software, isn’t there? After all, you likely spent weeks -- maybe even months -- researching solutions, sitting through demos, trialing software, and guiding a committee of stakeholders to make a final decision.
Time to sit back and revel in the glory, right? Maybe. It all depends upon your approach to change management and training.
“It isn’t what you can do for me,” Tom said. “It’s what can I do for you. While I’ve only been on the job for a few weeks, maybe there is something Marketing needs to do for you,” he said with a bemused smile.
- Jennifer Holt and Cyndi Greenglass on WVU Marketing Communications Today Radio
"The graveyard is littered with companies who have died when they were abandoned by their customers. This is what happens when you don’t listen to them, and you lose touch with what matters."
IT Podcasts Marketing Should Hear: GDPR, Security Threats, Cyber Crime, Dark Web and Digital War Room
Because, Marketing IT budgets are said to be fast surpassing the annual “Corporate IT Budget,” marketing operations management is the fastest growing title in marketing, and the number of software programs being administered by marketing for itself and sales is in the dozens and dozens, we suggest that marketing management needs to expand their knowledge of IT issues.
Why it Matters
"It's time to wake up. IT issues are Marketing Issues."
The message is that Marketers are the creators of wealth in B2B Companies
"Nothing happens until the sale is made," is most often quoted as a lead-in to praising salespeople. And the speaker is almost right, but we know that deep in our B2B marketing hearts, it all starts sooner than that.
"In B2B, nothing happens until the marketer creates demand. Without the marketer most B2B companies would be regional door knockers; they would not be able to go beyond the reach of their salespeople. Marketing in B2B companies creates Wealth. I mean real wealth. Hardcore, measurable, bottom line profitable dollars that drives the growth of our 11,000,000 plus businesses in the US."
The first rule in ridding a motorcycle, my father taught me (under the protest of my mother about a Harley I had just bought) is to keep your eyes on where you want to go and the bike will follow. Not unlike advice every marketing manager should heed.
"Right now, close the door to your office, clear the white board and fill it with where you want the company and the marketing department to go. Think forward. "
You won’t get a 20% market share growth by thinking last year’s 10% was good enough. Repeat this and eventually you’ll be a failure.
You won’t reach 50% in qualified leads for the salespeople by thinking last year’s 10% was good enough. Repeat last year and you’ll eventually be a failure
Why it Matters
"You can’t reach a 100% follow-up of sales leads if you think last year’s 25% follow-up is good enough. It’s average and not competitive. Repeat last year and you’ll eventually be a failure."
With a shrug she said, “I do what we did last year. We have a marketing plan,” she continued. “We review last year's spend and and make adjustments, usually on a budget the CFO gives us.”