James Hammond, The Brand Doctor, says:
This is an article I wrote recently, highlighting the woeful state of sales and marketing today.
Successful marketing is crucial for any business wanting to survive and thrive. But it’s tough out there. Fierce competition, globalisation and commoditisation are just three of the issues any company faces no matter how large or small it might be.
So you’d expect marketing to be leading the way in strategies and processes that address the business challenges of the 21st century head on, wouldn’t you?
Well, you’d be wrong. Marketing’s return on investment continues to fall, with studies in 2014 showing 75% of marketing strategies under-performing. Eight out of ten new products or services being launched fail to make it past six months. Advertising is losing its pulling power. More direct mail is going straight in the waste-paper basket than ever before. Companies are making severe cuts in their non-performing salesforces. Continue Reading…