why marketing perplexes ceos

WHY MARKETING PERPLEXES CEOS

WHAT IS THE DEFINITION OF MARKETING IN YOUR BUSINESS?

THE 5 REASONS

1. Strengthen your market position

2. Capture market share

3. Build strategic revenue

4. Deliver tactical revenue

5. INCREASE BUSINESS VALUATION

MARKETING SHOULD BE SEEN AS AN INVESTMENT NOT A COST

TOP 5 FRUSTRATIONS

FRUSTRATION #1“YOU ALL SPEAK JARGON ”

FRUSTRATION #2“I CAN’T MEASURE IT”

FRUSTRATION #3“MY MARKETING PEOPLE AREN’T VERY GOOD!”

FRUSTRATION #4“I SPENT $180K ON NEWSPAPER ADVERTISING ….GRR”

FRUSTRATION #5“IT’S LIKE A BOTTOMLESS PIT OF MONEY”

HELP!THE PHONE HASSTOPPED RINGING

WHERE DOES MARKETING SIT?

BUSINESS VISION & STRATEGY

MARKETING STRATEGY

$/SALES REVENUE

MAKE IT

SIMPLE

FIND›CONVERT›DELIVER›

THERE ARE 9 STRATEGIC AREAS OF MARKETING

POSITION

What makes you different to your competitors?

FIND ›

CAPABILITY

Does your business havea functional marketing resource?

FIND ›

CHANNEL

Do you know which channels give you access to your clients?

FIND ›

BUYER’S JOURNEY

What makes them buy from you?

CONVERT›

COMMUNICATIONS

Does your business have a consistent language?

CONVERT ›

STARTING CONVERSATIONS

How do you measure sales performance?

CONVERT ›

PRODUCT/SERVICE

What are you selling?

DELIVER ›

CLIENT MANAGEMENT

Do you know who your clients are?

DELIVER ›

CLIENT SERVICE

Are your client service levels aligned?

DELIVER ›

THERE’S STORIES AND...THERE’S DATA

THE FINDINGS: AUSTRALIA’S FIRST

BENCHMARK OF MARKETING

PERFORMANCE

9 STRATEGIC SURVEYED:

ACROSS:

THEY ANSWERED

45 QUESTIONS

ACROSS THE 9 STRATEGIC AREAS OF MARKETING:

THERE’S ROOM FOR IMPROVEMENT!

THE 5 REASONS

1. Strengthen your market position

2. Capture market share

3. Build strategic revenue

4. Deliver tactical revenue

5. INCREASE BUSINESS VALUATION

FRUSTRATION #1“YOU ALL SPEAK JARGON “

FRUSTRATION #2“I CAN’T MEASURE IT”

FRUSTRATION #3“MY MARKETING PEOPLE AREN’T VERY GOOD!”

FRUSTRATION #4“I SPENT $180K ON NEWSPAPER ADVERTISING ….GRR”

FRUSTRATION #5“IT’S LIKE A BOTTOMLESS PIT OF MONEY”

MARKETING SHOULD BE SEEN AS AN INVESTMENT NOT A COST

STRATEGIC AND TACTICAL

IT’S WHOLE BUSINESS

MARKETING SHOULD NOT BE LEFT TO THE MARKETING DEPARTMENT CEO, HP

www.9strategic.com.au/blog