NoSpin Debunker #34: January 7, 2002

New Year’s Marketing Resolutions for CEO’s

NoSpin Marketing

 

 

Happy New Year!

 

Don’t forget to participate in this week's NoSpin Poll about incentive compensation.

 

Marketing is about doing things that help sell more products or services to more customers at a profit.

 

Are you optimistic about your business in 2002? Sure, the economy’s still pretty lousy. Lots of folks remain nervous about the future. But it’s a new year—and who knows what might happen? Many firms that sell B2B will hunker down and just try to survive. Hence, it’s an excellent opportunity for you to go and take business away from them and sell MORE products and services--not less. But you have to go get it.

 

The first three debunkers for 2002 will offer some recommendations for thriving—and not just surviving--in the New Year:

·        New Year’s Marketing Resolutions for CEO’s

·        New Year’s Marketing Resolutions for Marketers and

·        Marketing on the Cheap in 2002

 

If you’re a CEO, let me know what you think of the resolutions below and what your resolutions are for growing your business in 2002.  If you’re not a CEO, forward it on to him or her—or if you don’t deem that politically correct, let me know if you want me to send it, directly. OK, here are some ideas for 2002 Marketing Resolutions for CEO’s:

 

·        I am going to make Marketing a company-wide priority.

 

·        I am going to listen to my Marketing people and be open to new marketing approaches that make business sense.

 

·        I am going to demand a Marketing plan that lays out strategies and tactics--but also be willing to change that plan on a moment’s notice—based on market conditions and performance.

 

·        I am going to demand a Marketing plan that does not look like the one written or executed in 2001.

 

·        I am going to have realistic expectations and understand that every marketing initiative is not going to hit an immediate home run.

 

·        I am going to give our marketing initiatives a fair chance to work but ask for reasonable measurement of the results.

 

·        I am going to be a contrarian in 2002 and increase my Marketing investment in this tough economy while many of my competitors cut back.

 

·        I am going to spend even more than my 2002 Marketing budget if our efforts keep bringing in new sales and profits.

 

·        I am going to create new financial incentives across the company (not just for Sales) that are focused on producing and selling more products and services that bring profits (which may mean decreasing some base salaries and providing additional upside)—and this includes putting the Marketing department at some financial risk.

 

·        I am going to ruthlessly re-examine every product and service that we provide and eliminate the losers and focus on the winners that return profits.

 

·        I am not going to “go for market share” and try to sell more stuff that doesn’t translate into profits for the company.

 

·        I am going to think out-of-the-box with my pricing strategies and be flexible if a new approach still means profits.

 

·        I am going to spend a lot more time listening to customers every workday.

 

·        I am not going to condone over promising any more by anyone in the company—and I’m going to fire people--at whatever level who over promise and don’t deliver.

 

·        I am going to publicly reward employees who over deliver.

 

·        I am going to thank my customers often.

 

·        I am going to continuously enter the fray and help out in finding business, closing business, and following up—but not try to do it all myself.

 

·        I am going to promote my business everyday—but without the spin.

 

·        I am going to cut a couple of my poorly producing, expensive, high level cronies before I cut one more person in my company.

 

·        I am going to get rid of people who are satisfied with the status quo, always say “yes,” and don’t produce--and instead, keep people who push the envelope and get results.

 

·        I am going to check my ego at the door, at least periodically, and think objectively and analytically before I act.

 

·        I am going to treat employees, customers, and yes, even vendors, with fairness and dignity and set an example everyday.

 

Try on some or all of the resolutions above, and you’ll generate more sales and profits, regardless of what the economy does in 2002.

 

Next week: some New Year’s Resolutions for Marketers

 

Tom Ranseen                           NoSpin Marketing                             615.383.7157