Isn’t this the bottom line?
I’ve been in marketing and sales for 20 years, and when I think about, the bottom line from management and clients has always been revenue. But not just the same amount of revenue; no company can accomplish growth without “increasing revenue”. Almost every client asks me about how to accomplish increasing revenue as if it is some secret that nobody has figured out. Why is it so difficult for some companies to get consistent marketing and revenue results?
I think this “secret” is actually pretty obvious to me from having spoken with so many clients, and having seen their “marketing operations”.
Common Mistake
Many small businesses were founded by an engineer who built a product, a sales guy who could sell the product and idea to others, or both. So fundamentally, there is a missing marketing influence from the beginning. Nothing against engineering and sales guys, but you know the saying, “if you only have a hammer, every problem is a nail”. In other words, sales people have a fundamentally different approach to driving revenue, and many times it is simply making more individual direct calls/emails, attending more trade shows, and maybe doing some print ads in a general publication.
If you are a marketer, you are cringing because you already know what’s wrong with that picture: Shotgun in the dark approach. Because the sales guy doesn’t have a marketing methodology to guide him, he doesn’t know that everything having to do with revenue needs to start with the Target Audience. Those general marketing activities that many people think should produce results, won’t because it may not be the sweet spot for their target. And those are expenisive activities, using people time to make calls, trade shows, and newspaper all have high costs, and if your target isn’t there, a very low return, resulting in low leads, low ROI, and low revenue.
Average Marketing Person
Want Average Results? Hire average people. I have run into many, many average marketing people who are running marketing organizations. Scary. I don’t know if the executives of these companies realize how much of their revenue is dependent upon these C+ students, turned Marketing Directors. Many times the problems in these cases is they never learned what it takes to create extraordinary marketing results. Everything is ad hoc, they try something one week, then something completely different the next week. They don’t measure the right things, they don’t track results, they don’t research target customers, they simply go day to day hoping they are not losing ground with whatever changes they make. Does this sound familiar to you? That inconsistency is the bulk of the problems I have seen.
Have a System
Ready for the Secret? Here it is: having a marketing methodology that can guide you to creating the most effective system specific to each company. My methodology is is how I have been able to help companies build extraordinary results and increasing revenue growth. My system will introduce the proper steps needed to do the research so that you understand exactly who your target market is, what they like, where they hang out, how to approach them, what to say to them, etc. It also introduces a system for testing campaigns, measuring them, and refining them to get increasing results. This is the core of my Optimization Methodology, and nobody else knows how to accomplish this as well as I do.
For many average marketers, marketing is about having the prettiest flash website, or having the most click throughs on Google AdWords. If you don’t do the research and the testing and the optimization, you might never know that most of your target audience hate flash, or just click through but never buy anything.
Summary
If you don’t have the expertise to build your marketing system based on solid proven methodology over the past 20 years like I have, then please feel free to contact me so I can help you evaluate where you stand and what it will take to get you on an increasing curve.
You can’t afford to ignore your marketing anymore.
Thanks,
Anthony
Marketing Optimizor
303-862-8447
