Marketing Isn’t Pitching…

Too many decks and assumptions I see when looking at marketing plans are all about the “pitch.” And, it is no wonder that they fail. Because marketing isn’t about pitching. Marketing is about a series of commitments, assumptions, and choices. Commitments:  How do we improve our clients? How do we make our clients lives’ easier? Here’s the promise that we …

Whole or part…

A lot of the work of the corporate communications arm of any business is creating an image. There are tons of theories of corporate communications, marketing, branding, and advertising. The one that I follow is that your organization is a holistic being, a living and changing reflection of what you value and what you hope to achieve.  Which tells you …

Marketing vs. Advertising

I see this a lot, marketing and advertising used interchangeably.  The fact is that they are entirely different animals. In fact, most of what is really called marketing now, isn’t. It is advertising that is just couched under the term marketing so that it can seem to add more value.  True marketing is a structure that helps you make proper …

Questions to get you started…

Going back to my premise that marketing should be driving sales out the door… Here are a few questions to ask yourself: * What can marketing do to kickstart the sales process? * What action should follow the marketing action? * What role does email play in the sales process? * Do you need to prioritize certain industries? * Are …