Marketing is the process of teaching consumers why they should choose your product or service over that of your competitors.
If you are not doing that, you are not marketing. It's really that simple.
The key is finding the right method, and defining the right message, to educate and influence your consumers.
Marketing is everything that you do to reach and persuade prospects. The sales process is everything that you do to close the sale and get a signed agreement or contract.
The difference between the two is creating demand versus converting demand. Both are necessities for the success of a business. You cannot grow without either process.
You have to ensure strong communication between qualified thinkers of marketing and sales, to strategically combine both efforts in a way that ensures sales success that is tied to business objectives.
Strong arrows of communication, which lead to a strong Return on Energy®, are critical here.
Return On Energy
Too many companies don't tie their marketing strategy to tactics.
All the glorious and creative campaigns, complete with bells, whistles, and music that makes your heart swell, won't mean a thing if the frontline people don't believe in it, or if no one understands it.
All of the money tied up in your marketing campaign— in advertising, PR, logos, brands—all of that is wasted if you don't have ownership from the people at the front door.
You may have done all your homework and articulated your brand and mission in a great campaign, but when the customer arrives and is greeted by a surly receptionist, a lackadaisical baggage handler, or an Apple salesperson who talks over your head and makes you uncomfortable, then you might have just as well set that money on fire.
Maximize ROE Within Your Company
Of course, long before you work on creating, executing, and maximizing ROE® on a marketing strategy, you have to have maximized ROE® within your company.
If your Way One is mired in details, and your Way Two is micromanaging the Way Threes, and the Way Threes run out the clock on the day, all the marketing in the world won't help.
It's like putting high-octane fuel in a car that's up on blocks. You have to fix the equation—the engine— using ROE®.
For more information, read “ROE Powers ROI – The Ultimate WAY to Think and Communicate for Ridiculous Results” by Michael Rose, Mojo Media Labs CEO. It can be found on Amazon.com.