"Your help in creating our business plan and marketing programs was invaluable in getting us off to a good start...."
Director, Marketing, Sterling Software
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Marketing Programs

Someone once defined the different components of marketing and sales this way……

Business-to-Business Marketing Programs
What exactly is a “marketing program?”

A marketing program is a series of activities and events that brings about a desired outcome such as launching a new product, generating leads for a particular service or promoting a new publication.

In the circus example above, the marketing program covered all the activities – making the community aware of the circus and getting residents to attend and spend money. Your marketing program may be quite different.

Programs are Projects
We approach each marketing program as a project – one with a defined beginning, middle and end. For each task, we assign a priority, resources, budget and timeframes. There are usually dependencies to assign to some of the tasks so that they happen in the desired order.

Then, we manage the project to a successful conclusion – so that you get the desired outcome.

Experience Counts
Marketing programs consist of many areas including messaging and collateral, direct marketing, Internet marketing, advertising, public relations, special events, education and sales. It takes experience and expertise to skillfully coordinate each of these areas.

What enables us to consistently please our clients is our depth of experience, our blended background of sales, marketing, management, training and consulting, and our ability to quickly understand and articulate a diverse set of products and services.

For example, we managed the launch of a PC-based
e-commerce product for Harbinger, developed and branded a new customer reference program for Inovis, assessed the effectiveness of marketing programs at XcelleNet and guided Web site development for The Dalley Hewitt Company. These are all marketing programs.

Marketing Resources
Numerous books have been written on the topic of marketing programs. Here are a few suggestions:

• The One to One Fieldbook: The Complete Toolkit for Implementing a 1To1 Marketing Program (One to One)by Don Peppers, Martha Rogers, Bob Dorf
• Marketing Warfare by Al Ries, Jack Trout
• Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability by James D. Lenskold
• Guerrilla Marketing Weapons: 100 Affordable Marketing Methods for Maximizing Profits from Your Small Business by Jay Conrad Levinson
• The Complete Direct Marketing Sourcebook: A Step-by-Step Guide to Organizing and Managing a Successful Direct Marketing Program by John Kremer
• Direct Marketing Rules of Thumb: 1,000 Practical and Profitable Ideas to Help You Improve Response, Save Money, and Increase Efficiency in Your Direct Program by Nat G. Bodian
• Marketing Nonprofit Programs and Services: Proven and Practical Strategies to Get More Customers, Members, and Donors (JOSSEY BASS NONPROFIT & PUBLIC MANAGEMENT SERIES) by Douglas B. Herron

Other general marketing books include:

• Positioning: The Battle for Your Mind by Al Ries, Jack Trout
• Focus: The Future of Your Company Depends on It by Al Ries
• The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk by Al Ries, Jack Trout
• Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout
• Relationship Marketing: Successful Strategies for the Age of the Customer by Regis McKenna
• Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them by Donald W. Hendon
• Trusted Partners: How Companies Build Mutual Trust and Win Together by Jordan D. Lewis

Please contact us for a no-obligation discussion of your sales and marketing needs.