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Guest post by: Neil Mahoney Become an Author

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"The 1-Minute Manager" is a fine book with a lot of valuable suggestions -- BUT it encourages thinking and attitudes that leads too many of today's CEOs to believe that down-sizing their organizations is a magic bullet for permanent revenue increases and profitability. What it really does is make the corporate engine to run on too lean a fuel mixture.

What this streamlining has produced are shortcuts in Strategy and Planning -- especially in Sales & Marketing -- as well as acute shortages of well-trained, skilled Advertising and Marketing professionals. Much of true Marketing is now a lost art where few of the real pros remain, and this streamlining has come at the expense of of long-term revenues and profits.

Marketing is a subtle specialty that profoundly affects Sales Strategy and Corporate Branding -- both of which are key to those coveted increases in revenue and profitability.

Even in this era of short-term thinking, planning and managing, no CEO would consider promoting someone to an Accounting or Engineering management position who wasn't top-notch in his or her profession. This isn't true with a Marketing Management position, however. There was an article in the local paper that announced a company was promoting of a person from Human Resources to that of Marketing Manager. In the interview she said she was going take some added courses -- in Music Appreciation!! Go figure.

Marketing requires deep, critical thought, analysis and research to absorb the knowledge and gain the insights that inspire programs that motivate prospects to buy, and salespeople -- direct and indirect -- to effectively sell the company's products and services.

Before that can take place, a thorough understanding of the Wants & Needs of your key prospects is necessary -- as is frequent input from salespeople, who are too often ignored because they operate in a different world -- the REAL world -- where your products must pass the ultimate test: Customer Satisfaction.

It's also important that this input be gathered by skilled Marketing pros who know how to use this input to the company's advantage.

WHY ARE THERE SO FEW TRAINED MARKETING PROFESSIONALS?? We'll answer that question in the next installment. Neil Mahoney

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