Sometimes it is difficult for our organizations to take the steps necessary to grow – to change – to leave what is comfortable and strive for something more. We stop ourselves with questions like: How will my organization adapt to the changes? Can we handle the new challenges? Do we have the skills required to meet the new demands? Why should we upset what is already going well?
Recently I have been looking more closely at service — which factors contribute to great service in business and which elevate the quality of service to exceptional levels. I have considered both the objective, measurable components of service as well as the subjective — less tangible factors that focus on the specific relationship between those served and those serving.
How can a mid-market business increase its marketing effectiveness, perhaps without increasing marketing budget? It has been my experience when we:
Passion and vision are formidable energy sources for a company's success. Fully engaging in our passion – something we truly love – not only fuels our desire to excel, but actually helps define our business, our brand and our long-term mission. Articulating our long-term vision (3 years, 5 years, 10 years, etc.) – one that is grounded in our passions – provides the details of a future that further drive organizational alignment and understanding. Combined, passion and vision shape business performance. Businesses built on this passion and vision – a “calling” – make a significant difference for everyone they touch.
Effective marketing strategies that drive significant results are almost always based on key insights. Insights can come from a lot of different places – from research, from a review of operations, from an analysis of the market, from a review of available data, from experience. The critical common element to game-changing insights is perspective – looking at the situation from a customer/prospect/market point of view. Let’s look at some examples: