Sunday, July 31, 2005

Marketing Strength through Unity

The biggest barrier to successful marketing is not lack of budget. The real destructive force is a lack of unity behind company vision and strategy. This invisible enemy creates internal conflict, teams going in different directions, campaigns that generate leads, the leads going neglected by reps who don't feel the leads were relevant to the reality in their territories.

Two posts I wrote on Cincom's Simplicity Blog address the issues. The first inspired by a special report "Transformation at P&G" by McKinsey on the transformation at Procter & Gamble. The second, "Unity is the First Step Toward Simplification," an article inspired by a sermon by Pastor Tom Lipsey at my church last week. Together, hopefully they will get us all thinking about the need for internal alignment.

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