Is Marketing In Your Company’s DNA?

How important is marketing to the success of your organization? Is it considered an asset or an expense? To marketing professionals the answer is obvious. However, far too many organizations struggle with the question—particularly when the chips are down economically.

So, what does it mean to be a marketing-driven company?

Marketing-driven companies understand that:

• Marketing is not message bombardment, but rather an ongoing conversation with those who purchase or influence the purchase of your product or service.


• To be most effective, the conversation with your customers must include true dialogue. Only through the authentic exchange of information can the conversation evolve into a relationship.  This involves equal parts ask, listen and respond.


• It makes no sense to start the discussion and then stop for extended periods. To “launch a campaign” and then “go dark” only confuses customers, clients, friends, subscribers or shareholders.


• No matter how you do the math, there is a true cost of acquiring a customer.  Therefore, you must put a value on that continued relationship. Investing in your loyal customers will always make sense.

To be sure, there are organizations that fall along the marketing-driven spectrum from committed to absent. Many get it, some don’t, some are learning. But few have made an informed investment in marketing and then walked away.

What is your perspective? Click here to send us your thoughts on the role of marketing in today’s economy.

Dave Tambling
Partner
OTM Partners, NC