![]() ![]() You have to understand problems before you can solve them. But you won’t be able to improve marketing if you don’t identify which processes within marketing are causing you trouble. You can yell at people or throw technology and consultants at the problem. You can say, “We suck at marketing” all day long. Identifying key business processes is even more crucial when you’ve got a problem that needs fixing. ![]() If you don’t know the ingredients that go into your secret sauce, you won’t be able to replicate and build on your current successes. Maybe you’re the cream of the crop when it comes to defining the customer value proposition. It’s one thing to say, “We’re great at marketing.” Well, good for you, but how and why? Maybe you’re amazing at identifying market segments. Identifying key processes requires digging into each category to understand where you have a competitive edge that you need to preserve as well as weak spots you need to improve.
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