“Because its purpose is to create a customer, the business has two – and only two – functions: marketing and innovation. Marketing and innovation create value, all the rest are costs.“ Peter Drucker
More often than not when I work with a client, there is no real strategy behind marketing and there is certainly no marketing strategy. However, like every core part of your business, there needs to be a Marketing Strategy, in fact I will go one step further, in today’s world, marketing should be a PRECISION ACTIVITY. The landscape of marketing has changed DRASTICALLY over the last 20 years, and while all the traditional fundamentals are still as relevant today, with all the tools available, marketing has now moved to another level and there is no reason to manage marketing by chance and create HOLLYWOOD BLOCKBUSTER Campaigns and hope for the best. Marketing and Product / Service Innovation should now be side by side which then leads very smoothly into the 1st and arguably the most important part of the Sales Funnel, that is ATTRACTING the RIGHT TYPE OF LEADS for YOUR Business, not someone else’s.
