Marketing and Sales Development ,Planning and Programs

Today’s business landscape is highly challenging in product and service marketing. There’s increased commoditization of many product and service offerings; shifts in value from manufacturers to distribution channels; fragmentation of customer segments represented in a continual extension of product lines and proliferation of brands; and continually increasing internal costs–all factors in adding complexity to business marketing execution.

For most small and medium sized companies, integrating marketing into business strategy, functions, and processes doesn’t usually create a shock to the organization—small business is typically BUILT by sales. However, successful response to evolving issues like those mentioned above means small companies must develop the ability to quickly move to the next stage of sophistication in marketing services. This can mean marketing research, and an improvement of process in relation to benefits–i.e.: ease of ordering, responsiveness to customer requests, packaging efficiency for shipping and display; budgeting processes to allocate more resources to brands with the greatest future potential, etc.

Dealing with sophisticated channel and distribution problems like these usually represents a substantial shift in thinking—and may force a reallocation of already limited financial resources to marketing. In other words: they cause confusion, frustration and inter-departmental problems unless dealt with properly.