Applying baldrige to marketing by Doug Brock, Kendall Electric
by ISA Marketing & Sales Summit on Sep 21, 2011
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Marketers, managers, and leaders will learn how application of the fundamental principles in the Baldrige criteria can help them improve their processes for listening to customers, building customer ...
Marketers, managers, and leaders will learn how application of the fundamental principles in the Baldrige criteria can help them improve their processes for listening to customers, building customer relationships, and using customer information to improve their marketing functions. “Applying Baldrige to the Marketing Function” provides insight to how marketing efforts are frequently channeled into departmental silos and ideas on how to eliminate barriers between departments.
Learn to avoid common pitfalls such as: valuable customer feedback from the sales force being relegated to anecdotes in sales reports; customer and market information never finding its way into the strategic planning process; key measures and benchmarking not being used to address challenges and opportunities; and voice of the customer being assumptions as opposed to fact-based findings. Marketers, sales personnel, product managers, small business owners and senior managers will learn how some of the United State's best run companies use the framework of the Baldrige criteria and straight forward evaluation tools such as Approach-Deployment-Learnings-Integration to ensure marketing can realize its full potential.
The presentation includes interactive question, answer, and example sessions to reinforce the content and make attendees think about how presented material matches their experiences and own organizations. The presentation is based on the criteria from the Baldrige Performance Excellence Program and Doug Brock's experience both as an examiner in Tennessee's Baldrige-based award program and his work with clients in applying the criteria in their improvement efforts. Attendees to this presentation walk away with concrete questions to ask of themselves and their organizations. The questions are relatively simple and common sense, but the answers are powerful in their ability to help you understand what your customers consider key to your ongoing relationship and engagement with them.
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