Today's marketing is complex. There's no doubt. Markets and audiences are fragmented, interaction with elusive customers is unpredictable and difficult to manage across many channels, competition for attention is acute.
With growing market transparency, companies are under increasing pressure to demonstate precisely why and how their offerings are valuable to prospects and customers.
In this environment, winning organisations focus their attention. On understanding, targeting and winning specific sets of customers. Then keeping them. Efficiently and cost-effectively.
On achieving marketing excellence, in other words.
Is your company's marketing excellent?
Or can you see room for improvement?
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Are the objectives, scope and progress of your company's marketing programmes clear to you?
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Do you know what your marketing spending is achieving?
- Do you feel that all marketing activity across the company is efficient, coordinated and well-managed?
