Comments on: Make Marketing Work Better http://www.business-strategies-etc.com/2009/make-marketing-work-better/ Build Revenue - Protect Profits - Cut Costs Thu, 03 Jun 2010 19:54:06 +0000 hourly 1 http://wordpress.org/?v=3.0 By: M. Scott Berry http://www.business-strategies-etc.com/2009/make-marketing-work-better/comment-page-1/#comment-43 M. Scott Berry Mon, 08 Jun 2009 19:48:50 +0000 http://www.business-strategies-etc.com/?p=2292#comment-43 Nice article. I will add one principle as it relates to the printing industry. The reality is that the CFO is pressuring the CS&MO to curtial, if not eliminate, Marketing spending. As a teammate it is important to contribute to the cause...so how do you determine what stays and what can go during these tough times? I think the key indicator, when evaluating Marketing functions, is whether the function/action/team/individual is tied Directly to revenue generation or retention. In healthy times we can invest in more report writing;website updates;survey analysis; competitive research;sales collateral revisions etc. All important things... but not mission critical in This economy. Kill the whole marketing team and you will not be ready to attack when things turn around. Filter the team through this lens and you have an opportunity to meet your cost savings obligations AND your EBITDA target. Nice article. I will add one principle as it relates to the printing industry. The reality is that the CFO is pressuring the CS&MO to curtial, if not eliminate, Marketing spending. As a teammate it is important to contribute to the cause…so how do you determine what stays and what can go during these tough times?

I think the key indicator, when evaluating Marketing functions, is whether the function/action/team/individual is tied Directly to revenue generation or retention.

In healthy times we can invest in more report writing;website updates;survey analysis; competitive research;sales collateral revisions etc. All important things… but not mission critical in This economy. Kill the whole marketing team and you will not be ready to attack when things turn around. Filter the team through this lens and you have an opportunity to meet your cost savings obligations AND your EBITDA target.

]]>