More can be done for Link Marketing and Sales

Posted on March 23, 2010, 8:23 pm

The CMO Council has recently published the results of a study that will interest companies for marketing professionals. This study asked a thousand sales and marketing execs worldwide on their companies’ go-to-market capability “as defined as” strategic and tactical aspects of the provision and maintenance of a product or Offer services in the market. “This definition includes prices, product specifications, Marcom, distribution, management experience and customer service after purchase. The mission of the CMO (Chief Marketing Officer) Council is building personal relationships between makers of brand managers and marketing managers across a wide range of industries worldwide. This relationship building has a leadership and a high level exchange of knowledge. The Council has 3,500 members who control more than 100 billion dollars in annual marketing expenditures, running distributed marketing and sales worldwide. The CMO and its communities of interest include more than six thousand frames through fifty-seven countries on the different markets and industries. CMO services and programs are created to add to the intellectual capital of the top marketing minds. These programs include Intimate peer programs and networking, discussion groups, meetings invention, advocacy initiatives around strategic agendas, peer networking events, internship placement, Archives of content, a knowledge bank, Article sourcing, media commentary, thought leadership surveys, webcasts, web conferences, referrals, career opportunity, and a monthly newsletter with special electronic ballots. CMO membership is not open to consultants or agencies, but top marketing decision makers of business only. These members have a minimum of fifteen years of marketing experience and has held a management position with growth potential, new business or established business organizations. Those nominated need to demonstrate their prowess in marketing by demonstrating a history of success, including leadership in branding Gospel. The study, titled “Driving the Bottom Line from the front line,” discussed a wide range of variables of sales and marketing are linked to business processes, including functional skills, knowledge of customers strategies, processes, operations, relationship management, innovation levels, and budgeting. It seems there is still much room for improvement in these areas. This program of thought leadership by the COM addresses challenges that face international companies seeking to develop a world-class ability to “go to market,” The study is based on input from execs sales representative large brands and companies, including Motorola, Samsung, Eastman Kodak, Scottrade, Nortel and Google. The study shows a scorecard that highlights a disturbing trend among multinational companies – those marketing managers and sales give low marks in determining their own “go to market efficiency.” The study started me thinking that maybe marketing should attach great part of their compensation to success in achieving the objectives of business revenue growth. While many marketing professionals in May complaining that they did not actually have enough influence on the sales process to be held accountable for final results to maximize their income and keep their jobs, these specialists Marketing would be required to spend a greater percentage of their time, resources and budgets marketing campaigns away from brand awareness to take the perspective of awareness initial inquiries and purchases. I certainly believe that brand awareness is important in marketing, but I also think there are other very important aspects for the company’s most successful programs of corporate marketing. Do you agree?