The marketing department needs to be accountable for the delivery of the marketing strategy, however the business owner and executive team need to be responsible for connecting the business strategy to the marketing strategy.

1. WHY MARKETING
PERPLEXES CEOS

2. WHAT IS THE
DEFINITION OF
MARKETING IN
YOUR BUSINESS?

3. THE 5 REASONS
1. Strengthen your market position
2. Capture market share
3. Build strategic revenue
4. Deliver tactical revenue
5. INCREASE BUSINESS VALUATION

4. MARKETING
SHOULD BE SEEN AS
AN INVESTMENT
NOT A COST

5. TOP 5
FRUSTRATIONS

6. FRUSTRATION #1
“YOU ALL SPEAK
JARGON ”

7. FRUSTRATION #2
“I CAN’T MEASURE
IT”

8. FRUSTRATION #3
“MY MARKETING
PEOPLE AREN’T
VERY GOOD!”

9. FRUSTRATION #4
“I SPENT $180K ON
NEWSPAPER
ADVERTISING
….GRR”

10. FRUSTRATION #5
“IT’S LIKE A
BOTTOMLESS PIT
OF MONEY”

11. HELP!
THE PHONE HAS
STOPPED
RINGING

12. WHERE DOES MARKETING SIT?
BUSINESS VISION & STRATEGY
MARKETING STRATEGY
$/SALES REVENUE

13. MAKE IT
SIMPLE

14. FIND›CONVERT›DELIVER›

15. THERE ARE 9 STRATEGIC AREAS OF MARKETING

17. POSITION
What makes you different to
your competitors?
FIND ›

18. CAPABILITY
Does your business have
a functional marketing
resource?
FIND ›

19. CHANNEL
Do you know which
channels give you access
to your clients?
FIND ›

21. BUYER’S JOURNEY
What makes them buy from you?
CONVERT›

22. COMMUNICATIONS
Does your business have a
consistent language?
CONVERT ›

23. STARTING CONVERSATIONS
How do you measure sales
performance?
CONVERT ›

25. PRODUCT/SERVICE
What are you selling?
DELIVER ›

26. CLIENT MANAGEMENT
Do you know who your clients
are?
DELIVER ›

27. CLIENT SERVICE
Are your client service
levels aligned?
DELIVER ›

28. THERE’S STORIES
AND...THERE’S DATA

29. THE FINDINGS:
AUSTRALIA’S FIRST
BENCHMARK OF MARKETING
PERFORMANCE

30. 9 STRATEGIC SURVEYED:

31. ACROSS:

32. THEY ANSWERED
45 QUESTIONS

33. ACROSS THE 9 STRATEGIC AREAS OF MARKETING:

38. THERE’S ROOM FOR
IMPROVEMENT!

40. THE 5 REASONS
1. Strengthen your market position
2. Capture market share
3. Build strategic revenue
4. Deliver tactical revenue
5. INCREASE BUSINESS VALUATION

41. FRUSTRATION #1
“YOU ALL SPEAK
JARGON “

42. FRUSTRATION #2
“I CAN’T MEASURE
IT”

43. FRUSTRATION #3
“MY MARKETING
PEOPLE AREN’T
VERY GOOD!”

44. FRUSTRATION #4
“I SPENT $180K ON
NEWSPAPER
ADVERTISING
….GRR”

45. FRUSTRATION #5
“IT’S LIKE A
BOTTOMLESS PIT
OF MONEY”

46. MARKETING
SHOULD BE SEEN AS
AN INVESTMENT
NOT A COST

47. STRATEGIC AND
TACTICAL

48. IT’S WHOLE BUSINESS
MARKETING SHOULD NOT BE
LEFT TO THE MARKETING
DEPARTMENT CEO, HP

49. www.9strategic.com.au/blog