“We cannot solve our problems with the same thinking we used when we created them.”
My approach involves being both a strategist and an implementer. During my 30+ years of sales and marketing leadership, I have turned around a number of broken, stalled, or floundering organizations. I have also built divisions from scratch. When creating a plan for moving to the next level, I have always developed a customized strategy and tactics depending on the need and the circumstances. The approach, however, has always been the same:
1)Ask a lot of questions;
2)Take the time to fully assess the situation;
3)Prioritize the goals and activities;
4)Develop the plan before taking action.
I don’t adhere to a “ready, fire, aim” approach. But once plans are set, the doer in me kicks in. But just like strategy in war or sports, adjustments must continue to be made while the battle is executed.
Great sales and marketing plans always begins with building a foundational message around the needs of your prospective customers and not what you want to sell them. An organization must clearly understand the unique value it brings to the market and then focus its efforts on building and growing that value. Creating this message should be done with insight and integrity. If a company can’t clearly articulate and demonstrate how their products or services create unique value for their end customers, it’s almost impossible to survive let alone grow. This is the foundation for taking your organization to the next level. From this point on, sales and marketing systems must create, nourish, and ultimately fulfill the needs of their potential clients.