It may sound wildly sensational, but I believe it’s possible.
For several years, the failure of marketing (together with sales and branding) has endangered the FM sector and its leadership.
How? Why? The answers are well documented.
Instead of the Marketing Department being seen in its correct role – a profit centre, achieving more sales and delivering shareholder value – it is deemed only as an expensive cost centre. Its budget requirements continue to rise, yet no-one in the Marketing Department can explain just how much incremental business the sales and marketing budget will generate.
That’s why CEOs, Managing Directors and other board members view marketing as nothing more than a social media and brochure department, totally lacking commercial credibility and therefore basically redundant in terms of contributing anything meaningful to strategic business plans.
The failure of marketing strategy to show any kind of ROI on its activities is a crisis that requires urgent attention if many in the FM sector are to survive – and thrive – in 2018.
Unfortunately, in marketing’s present condition, that won’t happen until a significant number of changes are made to marketing’s strategic and operational understanding.
I’ve covered these in this Special Report – the first of its kind in the FM sector – and highlight four critical issues that need addressing. I don’t pull any punches, and I’m in no doubt that marketers, sales people and brand managers will dislike me for what I’m stating.
But my goal is truly beneficent: to help marketing to retain its rightful position as a true board contributor.
However, that comes with conditions. Marketing needs to change. It needs to free itself from the hype and start talking in a way the boardroom understands – including ROI language. Sales need to up its game, get with the 21st century and start working with – not against – the marketing department. And branding needs to boot out the babble and start talking sense about branding.
The message to marketing is: Change as you must, or remain as the hundred-to-one outsider with little hope of connecting – or even communicating – with the board on issues of strategic importance and value.
I hope you find the Special Report interesting and informative. If nothing else, it should identify your own sales, marketing and branding strategy as being in the
20% that is actually working for you. In which case congratulations are in order.
Or the 80% that has lost its way and doesn’t know where the road back to the boardroom is located.
Download your pdf copy (around 3MB) by clicking on the link or the image and choosing ‘Save link as…’, ‘Save Link…’ or whatever option your browser gives you.
FM Special Report download link. >>
If you missed my article on Brand Growth in the December-January 2018 issue, you can download it here (around 3MB), by clicking on the link below or the image to the left and choosing ‘Save link as…’, ‘Save Link…’ or whatever option your browser gives you.
<< FMJ brand article download link.
Go to main Brand Doctor site >>
