Description:

An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the "Playback" button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

If you want to break through and be unique, you need to look at how other industries market. It’s not that they are more creative, it’s simply that they may face different competitive pressures, industry norms, and corporate cultures. In the best Darwinian sense, marketers adapt to those pressures to survive. In this Online Briefing, we examine consumer packaged goods and professional services, and look at ways to organize marketing more effectively to deliver breakthrough demand generation programs.

Key Takeaways:

• Marketing should be a service: every touch should provide value
• Consistency of experience can differentiate: better = different
• Innovation can be a substitute for marketing spend
• Power branding demands sacrifice, investment, and risk
• Integrate marketing with business development
• Reconfigure revenue-generating practitioners’, marketers’, and business developer’s growth pathway
• Formalize marketing and business developers’ work with operations