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Smarter Marketing

SmarterMarketing is a 3-stage programme that will enable you and your organisation to create effective marketing communication that is accountable and generates both extra sales and revenue growth.

These building blocks will give you the very essence of what you need to help you control your market, your staff, your agencies, your suppliers, and therefore your business, better.

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...the marketers interviewed saw their main goal as developing brands for the long term, developing brand strategy and innovation and developing their people and capabilities. They see their most significant challenges as customer related - loyalty, innovation and insight. However, if marketers are to truly drive business success, they must make a major contribution to create long-term shareholder value. Yes, customer focus and creating customer value is important for the health of the business. But it's not enough. The long-term health depends on securing a stream of investment for marketing and development activities. This means meeting shareholder and investor expectations, by explaining (and being prepared to change) the marketing agenda in relation to the business direction, and reviewing performance against targets.

This in turn means marketers must align their goals and targets with profitability, not just top line sales growth. Therefore marketers must increase their skills in financial analysis and profit accountability and improve their relationships with and interactions with the other major business functions.

In summary, marketing effectiveness must focus on the top line (sales, market share) and the bottom line (profits). The research results showed that companies in which marketers have addressed these issues deliver an extra 2.6% total shareholder return, an incremental £26,000 per £1 million. Furthermore, companies whose CEOs have marketing experience generate 5.3% greater 'total shareholder value' than those that don't, an incremental £53,000 per £1 million of value. And finally, those companies that managed their investors well generated 6% more total shareholder value, a whopping extra £60,000 per £1 million value.

Follow the Stages in this site and you will build customer value, and corporate value, using effective and accountable marketing techniques.


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