Marketing leaders have to exhibit excellent judgment as they make the hard decisions about how to achieve their business goals with significantly reduced resource pools. That’s why I offer a free e-book, “Marketing Unbound. A New Marketing Management Model Based on Conversation and Community” to marketing professionals as they navigate the rocky waters of today’s difficult business climate. And for the month of March, 2009, Elastic Brands’ one-day Marketing Unbound assessment is available for 20% off — a $500 value.
Contact me to schedule a Marketing Unbound Assessment.
Budgets are falling right along with the Dow Jones Industrial Average. Marketing professionals had better have a compelling and well thought-out answer to the question: “Where should we be making our marketing investments with far fewer dollars to spend?”
Marketing Unbound jettisons the worn out jargon of last century, and offers a fresh look at how marketing teams need to think about and lead their companies today. Rejecting the “4 Ps” of business school textbooks and the linear structure of most marketing programs today, Marketing Unbound offers a new model for thinking about marketing strategy, designing and measuring tactical performance, and linking the marketing function to strategic corporate goals.
If marketing staff are even in the room when the big business decisions are being made, they are often seated back against the wall. I spent my career convincing CEOs and Boards of Directors that marketing not only deserves a seat at the table, but needs to be at the heart of corporate strategic decision making.
Marketers need to think about their role within their companies in an entirely new way. Rather than defining marketing narrowly – as an infinite loop driving prospects through the “awareness , consideration, preference, purchase” cycle – they need to examine buyer communities and develop strategies for engaging in meaningful conversations with prospects.
The Marketing Unbound assessment is an exhaustive investigation which includes:
- Interviews of key product management, marketing, and sales leaders
- Critique of corporate communications, with specific recommendations for refinement of messaging
- Review of current go-to-market strategies and tactics, and
- Evaluation of community marketing programs including specific recommendations for change.
Sellers have lost control over the primary drivers of buyer decisions, and they aren’t getting it back. It means they have to engage in new styles of communication about their brands using new tools and media. Many are lost at sea trying to figure out what tools, what media, how much and how often. Marketing Unbound gives you a structured guide to making these key, transformative decisions for you, your career, and your business.
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