Managing Opportunities

From a marketing department’s perspective, every relationship looks like a sales opportunity!

At best, most marketing communications are irrelevant to most of their recipients, most of the time. At worst, these communications run the risk of damaging the very relationships they are supposed to be cultivating. The problem is, from a marketing department’s perspective; every relationship looks like a sales opportunity. Accordingly, marketing (and sales) people tend […]

Managing Opportunities

Clicks and mortar

How to use the virtual world of the Internet to multiply the effectiveness of your real-world marketing activities. I don’t know about you, but sometimes I feel that managing a traditional ‘bricks and mortar’ business is downright unsexy! Particularly when stories abound of Web entrepreneurs who have reinvented business as we know it (and become […]

Generating Opportunities

A brief introduction to Relationship-centric Marketing

How to sell expensive (or complex) products and services [Listen to a seminar on this subject!] If your organisation sells expensive (or complex) products and services, odds are, you get most of your new clients by ‘word of mouth’ or referral. If you’ve tried your hand at lead generation advertising, you’ve probably discovered that, even […]

Measures and General Management

How to establish a clear cause and effect relationship between business marketing promotional expenditure and sales

and how to fast-track the growth of your business in the process. Over lunch, a CEO recently admitted to me that his financial controller was using his organisation’s profits to build quite a substantial commercial property portfolio. When I asked if this was best use of his organisation’s free cashflow, he smiled, “How did I […]

Measures and General Management

On pushing string uphill

From time to time, I come across managers who battle valiantly and unflinchingly to accomplish what appears to be downright impossible. To their credit, these noble individuals manage to notch up occasional successes! I even see entire businesses that owe their existence to the belief that, with enough passion, determination and brute force, miracles can […]

Case Studies, Generating Opportunities, Measures and General Management

How Harry Edgecliffe’s success killed his thriving pet food business … and how you can avoid his strategic marketing blunders.

Following is the sad story of the entrepreneurial Harry Edgecliffe and his ruthless competitor Spot Pet Foods. Although neither Harry nor Spot exists, their tale provides a number of invaluable lessons for all marketers. Harry Edgecliffe is not a happy man! In recent months, the business he toiled for so many years to build has […]