Comments on: Marketing As a Key Driver of Business Growth

By: business growth

business growth — Wed, 13 Jul 2011 17:23:04 +0000

I believed on this post as it is emphasizes the business growth and how it is been developed!

By: Georgette

Georgette — Thu, 26 Oct 2006 10:48:47 +0000

These characteristics that a business has for growth has made me think about what path I should take on getting my business started and why my last business venture failed. Thank all of you for the great insight into how the pieces fit together to have outstanding growth.

By: Dirk Plantinga

Dirk Plantinga — Fri, 16 Jun 2006 03:17:18 +0000

Your comment – “Few are able to link marketing investments to sales results and gross margin both at an individual campaign level as well as at an overall portfolio level.” – brings to mind one of our agency’s grand truths: If the client doesn’t know the results of their campaigns, they’ll assume they’re bad.” So tracking ROI is critical and is what sets direct apart.

By: Mike Gore

Mike Gore — Thu, 15 Jun 2006 21:55:14 +0000

Great insight, Eric. That CMO’s should take greater responsibility for business performance seems obvious. The real question is why so few actually get this?

By: Eric Kintz

Eric Kintz — Thu, 15 Jun 2006 18:17:30 +0000

Thanks David. Sam is doing an amazing job and I agree that our renewed focus on design is significantly contributing to business growth. Nice job btw on your blog, I am sure you will be next week in Mack’s top 25 list!
Eric

By: David Armano

David Armano — Wed, 14 Jun 2006 18:52:01 +0000

Eric,
A really interesting read. It’s interesting that you refer to this kind of breed as “Growth Champions”. Makes me think of the Champions of Innovation that Businessweek has recently featured. There are some similar traits that the the individuals possess that are not too dissimilar from what you have here with some exceptions. Businessweek says: “CEOs from Citigroup to Harley-Davidson from Google to Proctor & Gamble are empowering these managers to build radically new cultures of creativity”
http://www.businessweek.com/magazine/content/06_25/b3989421.htm?chan=innovation_spr_in
HP’s own Sam Lucente is featured as one of these individuals. Though his focus is product design–one can argue that his efforts have permeated into parts of HP’s culture including marketing. And as far as ROI goes, I’m no expert but I think HP’s improved product design + consumer focused marketing campaigns have contributed to HP’s outselling of IBM. I myself bought a new HP setup because the products look and feel better and I relate to the consumer marketing.
“Marketers have long resisted driving process rigor and see it as an inhibitor of marketing art and creativity. Others functions such as manufacturing, supply chain or even sales have undergone more automation and have been forced earlier on to apply this discipline.”
I identify with this statement. Marketing does need rigor–especially in regards to measurement. Which makes interactive marketing so appealing–there are so many ways it can be measured vs. some of the traditional tactics.
Good food for thought here. It’s nice to hear that marketers like you are thinking about “champions”–and how to make our efforts more effective, measurable and valuable.

By: Roy Young

Roy Young — Wed, 14 Jun 2006 18:38:38 +0000

Problem is the ANA/Booz Allen study is descriptive but not PRESCRIPTIVE. Our book, titled Marketing Champions, coming from John Wiley at the end of September, gives marketers practical strategies to improve their stature and influence. See description here: http://www.amazon.com/gp/product/0471744956/qid=1147667753/sr=2-1/ref=pd_bbs_b_2_1/102-5549255-6146551?s=books&v=glance&n=283155