Millennium Marketing Research®

Tom Schori DBA Millennium Marketing Research®, 808 Ironwood, Normal IL 61761, 309-532-8466

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Effective marketing efforts involve ALL in organization.

By Thomas R. Schori, Ph.D., and Michael L. Garee, Principals,  Millennium Marketing Research^®, 808 E. Ironwood, Normal, IL 61761-5239.

Is it just us, or do you also find it incredible (and not just a little bit sad) that so many companies today—large, medium and small—continue to treat the marketing effort as the exclusive domain of the company "elite," i.e., the CEO, his/her management team and, perhaps, a select few members of middle management in "appropriate" positions? While it is true that some companies still taking this approach may continue to survive (and even prosper, in some cases) for a little while longer, it is equally true that their days among the successful, long-term companies clearly are numbered.

Marketplace dictates change

Very much unlike the "infinite" marketplace of the late 40s, early 50s and somewhat into the 60s, today’s marketplace can be swiftly unforgiving and quite punitive. "Top-down" companies that view the bulk of their employee force as being analogous to so many interchangeable parts of some machine, and who therefore have scant or no reason at all to know anything about the "grand design," do so at their own peril today. If every employee, and particularly those who are in direct contact with customers and prospects every business day, doesn’t know what the company is attempting to accomplish and how TODAY and TOMORROW, woe be unto the company!

Marketing 'pros' still play important role

Are we saying there no longer is any place in today’s company’s for the marketing professionals? Of course not! To be sure, the company should continue to look to these professionals for advice and guidance in marketing issues and matters. What we are saying is that everyone in the company needs to know, precisely, what marketing tactics and strategies the company has adopted. Moreover, everyone needs to embrace these tactics and strategies and do everything within their power to see that they are effectively implemented. Or, to paraphrase an old saying, marketing is much too important to be left (exclusively) to the CEO, executive management staff and marketing professionals.

ALL should 'sing' from same 'sheet of music'

Obviously, the depth and breadth of understanding regarding marketing tactics and strategies will oftentimes be related to a person’s specific position within the company. Nonetheless, the lowliest clerk and the most elevated executive should be "singing from the same sheet of music" each and every day they walk onto company property. Every employee should be able to answer the following questions with the same, unequivocal, enthusiastic answers: Why are we here today? What are we trying to accomplish? How are we going to accomplish it?

'I just work here' attitude deadly, costly

Think this is just philosophical "hog-wash"? Well, then, think about the last time you dealt with a company whose salesperson or other representative responded to your complaint or concern with a flippant remark like this: "Don’t blame me, I just work here." It’s probably safe to say that that person either wasn’t totally "committed" to or sufficiently knowledgeable of the company’s "official" marketing efforts, don’t you agree? In either case, how likely is it that you will do business with that company in the future?