MARKETING PLANS THAT DRIVE REVENUE GROWTH

Marketing is a strategic process that involves deciding what products to take to market, how to position them and the prospects to target. Sales is simply the final step in the marketing process. Every business and every division of every business should have both a marketing plan and a revenue generation plan. The marketing plan addresses the what the who the where and the when. The revenue plan sets goals, refines the when and adds the how.

Most medium sized businesses tend to lump marketing and sales together, and marketing becomes subsidiary to sales rather than the other way around. Instead of being the strategic function that drives revenue, it is relegated to a support function producing brochures, web sites, newsletters and collateral materials.

This creates a disconnect that can seriously hamper revenue growth, and it is against this backdrop that Edge Initiatives has developed the Marketing Edge. Driven by Steve Davies, a former commercial banker, founder and CEO of a five-time Inc 500 company that he grew to over 200 employees, president of a public company and an Ernst & Young Entrepreneur of the Year, Edge has the experience to help businesses to close the marketing gap.

The development of marketing plans that drive revenue goals and revenue generation plans requires discipline and process. In common with all Edge Solutions, the Marketing Edge is an effective, streamlined program that brings experienced resources into the company to assist the CEO drive the marketing process. The Edge Team helps the CEO to:

• Create an independent function looking at the dynamics of the marketplace

• Develop formal marketing plans to set direction

• Set revenue goals

• Establish revenue generation plans to drive the business

The Marketing Edge is delivered over a short timeframe and at a fixed cost. By having seasoned external resources drive the process, results can be accomplished without having to divert the CEO’s time and energy away from running the business. The success of the program is guaranteed, or the out of pocket cost will be refunded.