Positive Choice for People in Business™.

A potential panacea for marketing and business leaders, corporate, agency or SME (medium read).

What if you were given a pre-budgeted tool, to build and deliver personalised content, and relationships, across all relevant audiences, whilst building and maintaining your marketing databases?

It exists.

Marketing has taken a major hit over the last five years, but once again it's marketing's time to be business leaders.

You’re in moment to shake things up, setting marketing at the forefront of innovation and business excellence, you are after all, the natural problem solvers, communicators and operational masters.

Reports from Gartner, Forrester, Sirius Decisions and others, mostly dance to the same music without really hitting the rhythm. So what is it? Where is the once great marketing now heading?

Marketing is, or at least should be, the truth business that doesn’t rely on technology (although a key part), huge advertising budgets, or dirty tricks. It is the aim of marketing professionals to find the headline worthy stories and people, then provide the channels and audience to communicate, building relationships. Your brand power will come from profiles, service, product and care. Not made-up values, but real ones.

The days of perception based bullshit, and psychological mystery are over (hopefully). If you are slogging messaging that you do not believe, stop, re-write and re-develop. No matter how big your audience is, every word, contact, proposition and channel counts.

So… What if you were given a pre-budgeted tool, to build and deliver personalised content, and relationships, across all relevant audiences, whilst building and maintaining your marketing databases?

What if this medicine was your pre-existing sales teams, or senior people?

Yes, it’s time to 100% back your sales teams, raise their profiles, train them to use social effectively, get more meetings, and trust them to populate your databases (incentivise). Paint the picture for them, show them what will happen if they become the number one consultant in their industry, visualise how their prospect will be managed on this tailored journey. Make your people great.

This is not lip-service or the traditional sales empowerment, it is true giving, putting your marketing budgets back into your sales or consultant force. They are the mechanism for you to deliver, maintain and grow. You just need to point them in the right direction, constantly.

Marketers can finally hide away from the spotlight, give it to sales, make sure they have everything they need and more to excel. Sales and senior people do more than you think, and you will now maximise their time and activity.

This may sound black or white, but it’s far from it, using sales effectively requires a mouldable resource centre, planning, an end-to-end programme, plus a shift in technology and direction. It’s time for Marketing to get noticed, by giving sales the glory. This is not a replacement of CRM, automation and campaign planning, but could be the final piece that completes and compliments your marketing world.

The facts behind this approach require greater marketing efforts upfront, building the Mecca of resource, allowing sales to pillage pre-defined modules as and when a prospect or client requires. This is real marketing; the finish line is crossed by senior consultants, but the baton is passed by you, marketers.

The article diagram is an example of how to achieve this (or at least start), please watch out for more features on the subject, breaking down a master plan, giving you the tools that bring back greatness to your marketing teams.

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Positive Choice for People in Business™.