Business Turn-Around Strategy - Why Marketing is the Imperative

Guest post by: Jeff Ogden
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Making a Marketing Reality Check - By Jeff Ogden

(This blog post is based on what's happening at a real company today - a public company in upstate New York - who put up poor results and replaced their founder with a new CEO.) After reporting a loss for several quarters with declining revenues, the Board sends the company founder into retirement and picks a successor. So what's that newly minted CEO to do? Obviously, cost savings will be an initial focus. Money-losing products will be cut short. Unprofitable divisions will be closed. And some employees will be shown the door. Certainly, cash flow will improve as outflows slow. Thehemorrhaginghas to stop! But a simple fact remains: You cannot save your way to prosperity What do you do?

Do you hire new sales leadership and buy training?
Do you invest in advertising - trade shows, print ads, etc.
Or do you look for outside capital?

None of those work well. They either simply buy time (outside capital) or give negligible results (advertising and sales) Our recommendation is this: Invest in B2B lead generation. It's not quick and it is not inexpensive, but it's the single best way to drive revenue and market share growth in future years. How do you get started in B2B lead generation (also referred to as Demand Generation)? We recommend you start with a visit to Find New Customers, our website packed to the rafters with great free content on B2B lead generation and marketing. And while you are there, check our our new SCORE Demand Generation Program. "If B2B lead generationwere a car, Ogden is a Ferrari." said last week by SVP Worldwide Marketing of $500MM software firm. What do you think? How do you recommend a new CEO turn around his business? We love comments and those who share.

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers.

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities for sales teams, they turn to lead generation companies like Find New Customers.

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Free PDF Download
Making a Marketing Reality Check - By Jeff Ogden

About the Author: Jeff Ogden

RSS for Jeff's articles - Visit Jeff's website
Global leader for General Electric for The Pedowitz Group. Also the host of the B2B marketing show, Marketing Made Simple TV. We help companies rapidly grow revenue by transforming the ways they attract, engage and win new customers.

With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help.

We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today.
Click here to visit Jeff's website.

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