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What to do when you need faster marketing results

There are two classic situations when marketing and sales speed are critical to the management team.

The first is when there is an initiative to grab market share or displace a competitor
The second is when a company is under pressure or in a turnaround situation

In both instances, speed and growth are cornerstones of whether a company thrives or fails.

Typically ‘land grab’ and growth are the priorities of start-ups; of ambitious companies, investors or shareholders; of companies tackling new sales territories; and of companies who have hit a sales plateau struggling to reach new customers.

Turnaround has been more evident since 2009 and is usually brought about by a sudden change in market forces, sometimes a lack of vision or preparedness, or deterioration in the efficiency and effectiveness of core operations compared to competitors, wherever they may be located in our globalised economy.

The consultant, the accoutant or the functional marketing professional?

The camp followers of growth and turnaround companies alike tend to be compliance and regulatory professionals, accounting and legal advisors. No doubt they are required and have their role to play. But it begs the question, do they generate growth or is that the role of a marketing professional who can attract and win early new business, retain current business and help companies to make it easier for customers to buy.

Allround Creative would argue, for example in the case of a company setting up in the UK, that the mission calls for a more entrepreneurial approach, nimbleness, flexibility and quick but able decision making. These are the attributes of successful companies in their pioneering phase, which can get lost as administration takes precedence in mature companies, at the expense of what had previously been their competitive advantage.

All you need for growth: innovation plus marketing?

It was once suggested (Drucker) that companies need only two drivers, innovation and marketing. Marketers are, however, sometimes the equivalent of a voice in the wilderness.

Is that because the old adage about marketing requiring some sort of leap of faith still troubles some decision makers?

When contemplating speed in business, all but the über adventurer start to think risk. The Allround Creative marketing proposition for risk mitigation is threefold and it is relevant to both growth and turnaround companies. Our watchwords are Advice, Create, Execute. The value of an advisor lies not only in his or her business acumen but also in his or her experience and what used to be contacts in their Rolodex but is now probably their Outlook.

Functional marketing advice underpinned by research and analysis

An effective, functional advisor provides detailed analysis that is provided quickly enough so that it can make a positive difference. The analysis is underpinned by expertise and hands-on experience in the relevant sector.

You are probably all too aware of company reporting and investigative programmes that quite simply took too long and, in the meantime, opportunities were lost or confidence weakened.

The cause of delay? Wrong consultant, internal politics, risk aversion, incomplete strategy? Or did the management team find itself drowning in information but screaming for knowledge?

If it doesn't sell, it's not creative

Armed with timely market or organisational intelligence, Allround Creative customers feel better about the marketing or creative phase, which may previously have seemed to them to lack precision or measurement. David Ogilvy said, "If it doesn't sell, it's not creative." We also take this view and apply creativity to the marketing message, the GTM strategy, channel relationships, customer relations, in fact, all checkpoints on the sales journey.

Finally, action or deployment characterised by rigorous project plans, fit-for-purpose expertise and hard work. Again, neither the growth nor turnaround company can afford delay; their situations demand sales momentum.

Allround Creative can help you plan a marketing strategy, implement it, monitor and evaluate it, and adapt quickly to meet changing conditions.

The beauty of digital marketing: cost effective and fast

One of the beauties of digital marketing is that it is cost-effective and ROI is easily measured. Another is that you can change campaigns and switch messages, if need be on a daily basis, based on proven campaign effectiveness. Digital marketing is likely to provide you with the quickest means to reach current customers and the largest number of prospects. Effective secondary activity can take the form of boutique events to accelerate the sales process.