I see companies work hard and spend money to generate qualified leads, move prospects through the sales cycle and finally reach the proposal stage. Then they deliver a convoluted proposal that’s poorly organized, packed with jargon, wandering off point, and riddled with grammar, spelling and usage errors.
A potential customer reviews the proposal and shakes their head [...]

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Why is it that marketing is sometimes considered a secondary or discretionary discipline in some companies? It’s the first departmental budget to get cut when times get tough. Everyone has an opinion, often critical, about the latest creative for a marketing campaign.
Part of this is the fault of marketer’s themselves. If they want their business [...]

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I found yet another interesting article at Harvard Business Publishing, this one called, “In a Recession, Put Everyone in Marketing,” by Rosabeth Moss Kanter.
Her argument is that once you’ve cut everything you can, from budgets to people, everyone remaining should work in marketing.
“Motivated employees contribute to creative thinking that can help retain current customers and [...]

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