Marketing can play an integral role in business success. In its most condensed application, marketing helps deliver profitable sales. If you’re not doing that, you’re not doing your job.
Unfortunately, marketing is often misunderstood and/or underappreciated. There are many reasons, one of which is that the term “marketing” typically means different things to different people. Another reason is that sometimes marketers are perceived as being disconnected from the business and less focused on achieving tangible business results.
I believe in the power of marketing, the benefits of applying “practical marketing discipline” and just as important, the critical need to get excellent work out the door in a timely fashion. I wrote this book based on my perspective as a marketing leader operating on the business front lines to deliver profitable sales and growth.
My primary objective is to demonstrate and/or reinforce the effectiveness of a practical marketing discipline approach to achieve company objectives. This is done by presenting core marketing principles and business philosophies that I embrace, and which have helped me achieve success during my career, supported by dozens of diverse, real-world examples.
I’ve been communicating these principles and philosophies for years in blog posts on my website, and via my social media accounts on LinkedIn and Twitter. In this book, I present the most important ideas and action points, refreshed and organized in an easy-to-read format.
My expectation is that marketers will find this book helpful for their day-to-day operations. Those in early stages of their careers may gain learning, while experienced marketers may see the benefit more in terms of refresher and reminder. At the same time, the principles, philosophies, pointers, and recommendations may be even more valuable to non-marketing leaders such as general managers, business unit heads, and sales and finance chiefs.
What’s in the Book
Section 1: Develop A Winning, Right-Start, Action Philosophy
The first section lays out recommended business philosophy and mindset principles that can guide day-to-day operations and should be considered before any nitty-gritty strategy and tactical work.
Work is hard and challenging. It can also be fulfilling and fun. People who have a positive action outlook are more likely to succeed. These are the people you want to collaborate with and have on your team. They make work more enjoyable and increase the odds of success. Be one of these people.
Section 2: Build a Customer-First Organization
The content here makes the case for thinking like your customer; plus the need to ask the right questions, and how to approach customer service and customer experience.
It’s always about the customer. At least it should be. Keep your eye and focus on what’s important for the customer and end-user.
Section 3: Create a Strong Marketing Management Foundation
These chapters detail the effective use of practical marketing discipline building blocks, including mission statement, positioning and the proper use of brands.
You wouldn’t grab a tool like this [power drill] from your cabinet and then figure out a project to work on. No, just the opposite. Good marketing is the same principle. Unless you’re lucky, it’s best to have a smart plan and then figure out the best way to make it happen. (Harvey Chimoff – StratGo Marketing business video)
Section 4: Find A Marketing and Sales Way Forward
Ideas are presented on how to move forward in situations where you may be stuck or need to breakout of a commodity or perceived commodity challenge.
Maybe you want to work on the number one market share brand instead of a distant competitor. Maybe you think your budget is too small or you don’t have enough people on your team to get the job done. Maybe your product seems basically the same. Maybe you’re right. And maybe management knows all this. There’s a business adage: “If it was easy, they wouldn’t need you.” Marketers are paid to solve problems, identify opportunities and carve a beneficial action path forward.
Section 5: Emphasize Leadership, Coaching and Teamwork
This section highlights thoughts on coaching, leadership and teamwork.
Even the best players need the right coach. Embrace your role as a leader. Accept the responsibility. Commit to the process. Communicate. Help the team achieve their best.
Section 6: Engage to Achieve
The final chapter closes the book with a vivid example stressing the critical importance and power of engagement.
You’re on the team for a reason. You have an important role. Get in the action! Participate. Contribute. Make a difference.
Strategy First, Then Tactics.® How Practical Marketing Discipline Provides the Winning Edge
Available for purchase on Amazon in both paperback and e-book versions