Without revenue your business fails. That's well known and yet Revenue Production processes in most companies are not well managed. Further, except in boom times, most don't meet expectations. Why is that OK?
This paper takes a fresh look at how you should manage your Revenue Production process so that it meets or exceeds your expectations.
Here is your October Customer Manufacturing Update.
This month's article, written by our team member, Neil Reckon, is about managing revenue production to meet your expectations. While the economy has been favorable to many companies over the last few years, things will slow down again. They always do. Now is the time to look at how you manage the revenue side of your business to make it more likely to meet your expectations.
We would really appreciate you posting a review of any of these books on Amazon.com for us. To make it easy each title above is linked to the appropriate page on Amazon.com
Thank you in advance for your help.
Managing Your Marketing Budget
Unfortunately, this cartoon from the July/August 2013 issue of the Harvard Business Review is still accurate today.
"We were able to cut our Marketing budget in half, just by guessing."
What's In A Name?
Companies spend big bucks selecting product names. Re-branding efforts are often driven by the perceived need for a "better" name. Some names have struck us as odd. One of our all time favorites was Non-Bleach Clorox. If Clorox=Bleach, what is non-bleach bleach? (Note our use of the word "was." That product is long gone.)
Anyway, we were fascinated by a study out of Brock University in Ontario, Canada, which found that wine enthusiasts are more likely to enjoy a wine if the name is fancy or difficult to pronounce. And they are willing to pay more for it.
Perhaps we now know why some people refer to them as wine snobs.
That being said, consider how the name of your product or service will resonate with what your customer is trying to buy.
Is Creating New Marketing Titles Confusing Motion With Progress?
Every time we turn around the Chief Marketing Officer title is being considered for a new title: Chief Revenue Officer, Chief Customer Officer, Chief Growth Officer. Really?
If you understand the true role of Marketing in a company, Chief Marketing Officer says it all.
However, now they are starting up on other Marketing positions and titles as well. A title floated by some is Chief Marketing Technologist. Seriously we need another position or another title to get the job done?
Even a cursory review of the position shows this so-called new position seems a perfect subset of Marketing Operations, and well within the purview of a competent Director of Marketing Operations.
But title change can be fun ... and distracting.
Free Reading Guide
If you have a copy of our book Value Acceleration, you can download a free reading guide to help you and your team get the most from the book. (And btw, the book is also available in a Kindle edition.)
We appreciate your feedback to help improve these
Updates. If there are others you feel would benefit from this issue, use the Forward email link just below on the left.