Is Your Marketing in Sync or Sinking?: How To Create Marketing Synchronicity and Drive Sustained Results, by Yaagneshwaran Ganesh
Like all other areas of business practice, the act of marketing has dramatically changed in the last few decades, largely due to the pace of change. In the “old days” many, if not most of the larger companies had fairly steady and predictable revenue streams, with new products being introduced on a regular basis with significant lead time. When competitors introduced new products it was often over a period of time, so there was significant warning about the launch.
For nearly all companies, that has changed in the last two decades. Communication is instantaneous and companies separated by two figures of time zones are now competitors for the same contracts and customers. New companies based on new ideas seem to pop up overnight and have significant valuations. The newly revised term “unicorn,” meaning a startup valued at a billion dollars, has been created. Furthermore, there is no “one plan fits all” strategy that can be employed, each company faces a different set of challenges.
What is common to all marketing departments is a set of general principles that will always work. First and foremost in that list is “satisfy your customers needs.” One of the well known and most often overlooked facts is that it is always easier and significantly cheaper to sell more to an existing customer than it is to attract a new one.
These basic marketing principles are stated and restated with explanations in this book. There are no fancy “marketer speak” phrases, the delivery is sensible, practical and understandable. In many ways this book is better targeted at the CEO than the CMO (Chief Marketing Officer). It is packed with advice for the modern executive that looks out at the world and sees things moving and shaking in a manner that is difficult to comprehend. Marketers should already know most of the contents of the book, if they don’t they are in the wrong line of work.
The marketing principles stated here can be used to establish a set of strategic guidelines for a marketing plan that will establish a rudder keeping it steady and directed in a direction yielding positive results.
This book was made available for free for review purposes