A year ago we published a paper on marketing in a down economy. We identified 11 key tactics. I will share them in this blog over the next few weeks, but if you want them all at once you can download the paper free.
The second tactic is to “Identify the critical success factors (CSFs) for your business.” While this too may seem like basic business “stuff,” forgetting the basics gets teams in trouble. Detail the existing (and non-existing) marketing/sales activities that support your CSFs. Slower times usually mean you have some available analytical resources to analyze improvements in existing activities and investments in new activities. Undertake any improvements that have an appropriate ROI and payback.
The key here is knowing what your critical success factors are and how marketing/sales activities tie to those success factors. Sometimes that exercise alone is an eye-opener.