We had a great discussion this month in my TEC groups about strategic marketing. It’s a sure sign that business is improving. One of the BEST TEC speakers on the subject is Mitch Gooze, who runs a business called “Customer Manufacturing Group”. http://www.customermanufacturing.com Mitch has spoken to one of my groups and he says that for almost any company under $100 Million in annual revenue the CEO should be the CMO (Chief Marketing Officer). I agree.
Mitch defines the role of marketing this way.
1. What are the products or services that we should offer and which ones should we kill?
2. Who are our customers and who do we want as our customers?
3. What is the price we should charge for our products and services?
Like me, Mitch also believes that much of what we call marketing can be eliminated, outsourced or relegated to lower cost employees. I prefer the 1st two options. Support groups like Marketing and HR have a sneaky way of growing like weeds!
Lastly, if you are running a small or entrepreneurial (which by the way is a hard word to spell) company, check out the book “ReWork” by Jason Fried and David H. Hasson. It’s a short, easy to read handbook for running a lean, profitable small company. I am handing out copies to my clients and it’s well-received. Thanks to Tim Dodge, of Hanson Dodge for the tip!
Happy Spring (oops, Summer!)
