RATIONALE

Every business unit of every company should have a marketing plan, and these plans should ideally be split into two parts – marketing strategy (positioning and goals) and revenue generation actions. The first requires extensive input from the CEO, and the second should be driven by Sales.

A wise man once said that there are a million ways to lose money, but only one way to make it: sales. The big issue with revenue generation is that you really have no frame of reference for goal setting, and do not know whether the growth rates you have been experiencing are satisfactory or not.

Comparison with what you did last year or percentage growth are really artificial comparisons because they assume that the prior performance was satisfactory. Without an audacious target that challenges the organization, there is no incentive to examine the efficiency of the sales process or to identify how to generate additional revenues from within the existing customer base.

Your employees will seldom criticize you for being too cautious, and almost never challenge your assumptions. A seasoned resource with no hidden agenda can add exponential value to your processes, and the Marketing Edge has been refined it into a streamlined process where the bulk of the work is done by Edge rather than the company.

Edge will assist the CEO in strategy, positioning and developing revenue goals. It will work with the Sales team to set up programs to drive the implementation of new initiatives, products and services. It delivers a clear timetable and scope of operation, and results in Marketing plans that fold naturally into revenue generation plans.