Tag Archives: Follow-up

What are the Strategic Components of a Marketing Plan?

Interview with Sanjay Sathe, President & CEO, RiseSmart.com

Situation: RiseSmart’s top opportunities are to increase visibility and gain market share. What are the most important strategic components of an effective marketing program?

Advice:

  • The best marketing plans don’t start with your company, product or service, They start with a focus on your customers, and the benefits you can deliver to them.
  • That means your first step should be to identify who your customers are.
    • This can be challenging in B2B businesses. For example, with RiseSmart’s outplacement solution, Transition Concierge, we have several possible customers: the HR department at the company seeking outplacement services; the CFO at these companies; the HR department at companies seeking good candidates; and the individuals who are going through outplacement and seeking new positions.
    • Each of these audiences has different objectives, priorities and approaches. To succeed, we need to connect to each of them where they are.
  • After you have identified your target customers, the next step is to develop messaging and message delivery systems that capture and maintain their attention.
    • Your messaging must express a differentiation that is easy to grasp – something that clearly sets you apart from your competition.  In technology marketing, Apple’s 1984 Super Bowl commercial, with its man-versus-machine contrast, is one of the most famous examples of this.
    • Your campaign must consistently touch your potential customer base. Research suggests that this requires a minimum of 4-5 touches to effectively gain customer attention and communicate your message.
    • Accompanying the messaging and the increased visibility that you seek, you must have an effective way to respond promptly and directly to customer interest or inquiries. Rapid and responsive follow-up are critical to success.

You can contact Sanjay Sathe at [email protected]

Key Words: Market Share, Visibility, Customer, Message, Differentiation, Consistency, Touches, Follow-up  [like]

How do you Prioritize Multiple Priorities? Seven Suggestions

Situation: The CEO was just promoted from COO. During the transition, the CEO is responsible both for past and new duties. There is an extensive list of Company priorities. How should the CEO prioritize this list for action?

Advice from the CEOs:

  • Key Take-Aways
    • Focus on Executive Committee roles first – the roles of your leadership team.
    • Select your leadership team carefully – the team that will implement your agenda. They will help you make key choices and implement changes and programs. It is essential that this team present a united front as you roll out any changes.
    • As CEO, you are now accountable for the success of the company.
      • Put issues on the table.
      • Gather input and advice from your team.
      • Make your decision on how to move forward.
      • Delegate responsibility and accountability.
      • Rally the team around your decision.
      • Follow-up to assure that things are getting done.
    • Be focused. If you only had the resources to do three things, which would these be? What will bring the greatest short and long-term value to the company?
    • Avoid micromanaging assigned responsibilities.
    • Bring in a consultant to assist you in implementing organizational changes that are necessary for the company.
      • Defining new roles and responsibilities.
      • Correcting behavior of team members that does not benefit the team.
    • As soon as possible, promote, or hire someone to take on your old roles. You will have your hands full as CEO.

Key Words: Priorities, Leadership Team, Accountability, Responsibility, Delegation, Follow-up  [like]