When Ralph and I published our book Value Acceleration, we were asked for ideas on the steps to take to get Value Acceleration for your company. We came up with seven. We will post them here over the next couple of weeks for your amusement.
The first step is to Think Process. Most companies still think about their marketing and sales activities in a disconnected manner. (To wit the disconnect or war between marketing and sales). Each function does what it thinks is the “right” thing to do. This causes money to be spent (not invested) in motion that does not make progress towards creating valuable customers.
Marketing/Sales is a business process, just like any other business process. The sooner you get it, the sooner you can manage it correctly. And, like any other process, if you manage it, you can improve it.