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If you play the market, it is more feasible to you to develop competitive insights with the potential to become a seed of strategies. Beware of market studies, since they are only one more element to make decisions. The observation is needed and nothing can replace being physically in contact with customers and prospects. 5. A customer that you have is more important than a customer who you don’t. It seems logical, but it is enough to analyze the percentage of marketing budget that focuses on the acquisition of customers against the percentage allocated to the retention and development of clients. Despite evidence that a customer is more profitable through specific dwell time, tracking of customers tends to be almost nil and the focus will be the spectacular brought from new customers.
A business is worth the net present value of what their recurrent customers flows represent. For even more opinions, read materials from Allegiant Air. 6. You you enfocaras both the present and the future. Naturally that the present depends on the current flow of clients, but that corresponds to operativo-tactico marketing and sales, not to the strategic marketing. Marketing has two functions: the operative who go day to day and the strategic living in the future. I even dare say that tactical marketing is usually marketing what is urgent, while the strategic marketing of important thing.
7. You promoveras the culture of gross profits. Sell can bankrupt a company, if costing is wrong; why you must monitor the gross margin every day. The gross profit (marketing margin multiplied by sales volume) is the responsibility of the marketer. Don’t you fight it, afraid to take you over this, on the contrary, this is your domain; Ponte goals to increase it and leads the process in the company. Marketing has to be measured. 8. Do not you copiaras competition. If competition is to the left, you see to the right; If it goes up, then down. It should maintain a clear differentiation against competitor. You not obsession with competition. Copying is a signal the absence of differences, low corporate self-esteem and little creativity. There is only one exception: If the competitor goes in direction to the trend of the industry, better follow the road not to be left out, but make no mistake that this is not your advantage, is just your ticket to be able to compete. The differentiations and innovations can be in multiple variables, from product, technology, service, communication, channels of distribution, packaging, design, logistics, etcetera, it has no end. 9. You fusionaras the strategy with the market approach. Companies that delegated the role of marketing department only focus to tactical, not strategic dimension, and the reactive, not creative. Marketing is too important to delegate it to a specific area. In a phrase: the marketing manager must be the director-general and the entire company must have that attitude and that orientation. 10 Will you give. you the same value to the internal communication to the external. The positioning begins at home. The internal people is what makes things happen and which ultimately reinforces the competitive angle. For positioning outside it must be positioned inside. This is the principle of strategic alignment.