Marketing: an investment, not an expense

Many companies still fail to develop their marketing and sales capabilities to drive performance. Maintaining performance and consistent growth can be difficult but structured, well-thought-out marketing campaigns can achieve surprising results.

We’re all easily distracted, and your customers are too. Planning and implementing effective marketing campaigns is the best way to remind your customers that you are there and keep them wanting more.

Marketing is the way to get your message out there to connect with your audience. It’s all about engaging with your audience and asking them to focus on you for a second or two. Marketing is the way you remind them that they need your product or service again. It is the way you tell them that you are there to solve their problems.

Think of Marketing as an investment, not an expense

Research shows that investing to build a carefully chosen group of marketing and sales capabilities can provide a huge return on investment in hard assets such as equipment.

The power of the marketing impressions you make could be what sustains your business long-term.

However, companies rarely calculate the ROI of building marketing and sales capabilities. Too often, leadership looks at marketing and sales as an expense rather than an investment in top-line growth.

It’s impossible to fix something if you don’t know what’s wrong with it. Yet while most businesses rigorously measure and track their KPI’s, few apply the same approach to capabilities. Companies should not only know their marketing and sales capabilities but also how they compare against their best-performing peers.

Target the capabilities that matter the most

Companies tend to invest in capabilities without considering which are likely to have the most impact or are most important to beat the competition.

Tailor your approach and nurture development

A successful investment in marketing and sales isn’t just about choosing the right capabilities; it’s about choosing to develop them in the right sequence. Whilst many campaigns can be trial and error. it’s important to assess any available data that you’ve gathered.

Different areas of a business often have their own perspective on the relative importance of a given capability. It, therefore, helps to encourage a broad, inclusive discussion that creates a clear view of which capabilities are necessary across the entire company and how to prioritise them.

Produce a model to keep it all running

In the end, building marketing and sales capabilities alone isn’t enough. Without implementing the right model to support change, even the most advanced capabilities can fail.

Whilst every project brief is unique, here at Visual Identity, we approach them all in the same way. You have a dedicated project manager and point of contact throughout and we’ll put the hours in to really get to know your business and your target market.

Divided into four distinct phases: Discover; Define; Develop and Deliver, the process maps each crucial stage of our project approach. We refer to this structure as “the 4 D’s“.

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