It’s All About Marketing—Lessons I’ve Learned and Want to Share

We’re heard these words countless times in one context or another.  And we nod our heads in agreement.  But for most of us, their true meaning is not felt until experience has taught us a lesson, leaving us the wiser.

After 30 years in business, I’ve come to believe that it’s the most important truth I’ve learned—and learned the hard way. So it’s what I decided to call my blog:  “it’s all about marketing.”  Today, when defining your vision, brand, systems, alignment, and community, your business must place marketing at its core.  A marketing-centric approach is essential for developing a successful growth plan and executing strategic initiatives.

I come by this conviction through my own experience.  As the owner of a printing and publishing company, I was its chief—and, for a time at the beginning--its sole salesperson.  As a salesperson, it didn’t take me long to recognize I needed to be a marketer.

Consequently, I began devoting more thought to marketing and marketing processes and less time to selling.  The result? Sales rose, then soared.

Along with giving me a highly successful business, my experience has left me with an evangelical zeal to share the unusual perspective it has given me and what I have learned about the successful execution of a marketing-centric approach to running a service business.

I use this methodology with my corporate consulting clients and have come to believe that these same principles can also be employed by small business owners looking for effective marketing and improved sales. A blog seemed a great way to share my ideas.

To start with, I’m listing my core convictions about marketing. Future blogs, which I’ll post twice monthly, will elaborate on each of these points.

1. Marketing is stable. Your vision, brand, and messaging must be constant.
2. Marketing strategy must focus on the customer.
3. Marketing must align with company leadership and sales.
4. Marketing must foster and strengthen your community.
5. Marketing systems and operations must be implemented to assure scalable and sustainable sales and marketing infrastructure and a measurable return on marketing investment.

In the weeks ahead, I’ll focus on each of these key ideas and suggest ways that you can use them in your business.