“The Power of Leadership”
The #2 Most Powerful Lesson for the new Chief Marketing Officer
As I have ascended from frustrated owner of one business to successfully developing several businesses, there were three Marketing lessons which were of primary importance for me and they are equally important for you are not yet or don’t aspire to be CEO of a Fortune 500 Company.
Most business leaders are great doers of the thing their business does, but most know little about effective marketing and don’t really care to learn either. They’re clueless and therefore they become Victims of Media based Advertising Sales People and Graphic Design based Agencies both of whom know little more and likely far less than the business owner about how to attract customers and create sales.
This is why there is so much bad, ineffective, and unprofitable Marketing in the world!
The Media and Artistic people position themselves as Experts in the field, as they should, but they generally have little if any actual business development experience. They are “Experts” only in selling the form of media they represent or whatever is the latest style of graphic presentation they happen to be infatuated with at present.
Here’s your test for them: Ask them to demonstrate case studies of measurable return on investment. What specific results were generated from this or from that? Many won’t even understand the concept of ROI and if they say anything in the neighborhood of it being impossible to track the specific effectiveness of their type of endeavor, get them the heck out of your office as fast as possible!
Most small business leaders are frustrated about Marketing, because they are wasting money and they know it, but there is no need for this. Take Command of your Business Momentum, learn how to Market your business.
Lesson #3 tomorrow… meet you right here!
I’m so fired up for you!
Performance Institute – A Global Leader in Business and Human Capital Development
Russ M. Miller, LLIF – Chairman and CEO
Shawn M. Miller – Managing Partner – USA
Sunny Hong Zhang – Managing Partner – China
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