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Effective Business Marketing Is Not Rocket Science

Written by: Diana Perrett

Article Overview: A business marketing plan does not have to be lengthy, academic or take a long time to put together. This is definitely a case where size does not matter!

Effective Business Marketing Is Not Rocket Science

What is business marketing and how can it help you to drive a more profitable business? This is an interesting topic and one that is constantly challenging many people. For me I like to think of business marketing as the one thing that increases income within your business. All the other business disciplines of finance, human resources, production etc are all expenses that are incurred in the delivery of your product/service, but only marketing truly generates income.

However, many people don’t see it like this. That’s often because they’ve had a bad experience with marketing that leaves them with the thought that “marketing is an expensive exercise that doesn’t always achieve on expectations.”
And, in many cases, that’s true. For a lot of people they don’t see the benefit of business marketing because they’ve never developed a structured marketing plan that takes them through a thought process that would ensure their marketing was more effective.

In large organizations the very people required to implement the marketing are not usually involved in the development of the business marketing strategy and therefore there is a chasm between the strategy development and the implementation process. This ineffective communication often leads to misinterpretations of the requirements and key performance indicators.

What does that mean? In large organizations the implementers keep doing the same thing the same way, while the senior team has different expectations because of the strategic discussions they’ve had. The end result? Misperceptions about what marketing can and can’t achieve.
If only there was a clearly defined marketing plan that everyone understood and bought into then a lot of the misperceptions could have been avoided.

A business marketing plan does not have to be lengthy, academic or take a long time to put together. This is definitely a case where size does not matter!

However, what does matter is that the plan follows a structure that leads the team through a structured thought process to ensure all possible elements have been discussed and the plan then documents what the expectations are and how they’re to be achieved.

This need not be more than a few pages and can actually fit on the back of a serviette. The critical issue is that the thinking covers the key aspects of a business marketing plan and that the implementers understand what they must start doing differently from today, in order to achieve the desire results.

If every organization just go that right, marketing would be more effective and the bottom line would show the increased results that marketing is capable of.

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Article Tags: bad experience, benefit, business disciplines, business marketing, chasm, end result, exercise, human resources, implementation, implementers, ineffective communication, key performance indicators, long time, marketing plan, marketing strategy, misperceptions, profitable business, strategy development, struc, thought process



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