A year ago we published a paper on marketing in a down economy. We identified 11 key tactics. I have been sharing them in this blog over the past several weeks, but if you want them all at once you can download the paper free.
Step 11, which is useful as we move through the bottom of the trough, is to “improve.” Determine the root cause of your last few marketing/sales failures (or at least where you got less than expected) and put an improvement plan in place. Make measurement and metrics a foundation of what you do in marketing/sales. Do not succumb to the myth that marketing is an “art” and cannot be accurately measured, or that there are too many variables.
Marketing/Sales is a business process, and like all of the others it is managable and improvable. Make a commitment to doing so, now and forever.