Senior Marketers make great Non-Executive Directors – Pt2 Strategy

Following on from last month’s blog where I spoke about the Governance skills already embodied within senior marketers, I wanted to follow this on with another of the four skills a Non-Executive Director should understand and be able to encouragingly influence amongst the executive team, this month is ‘Strategy’ (and its progression).  The term was used by the military for controlling and directing operations and movements in a war or battle in order to accomplish a long-term overall aim. As such, business also has numerous ‘battles’ to overcome at both the micro and macro levels before accomplishing its next objective. Unfortunately though there are many pitfalls that can arise en-route, namely from: staff appreciation, acceptance and adoption of new strategies, … Read More >

Just Good Old Fashioned Customer Service

Balanced Scorecard

Businesses, particularly those in very competitive industries will often be encouraged to focus on the elements of marketing’s 7P’s model in order to stand out from the crowd. These 7 P’s are: Product, Price, Place, Promotion, People, Process and Physical Evidence; but each of these can be very complex areas that require a lot of examination and subsequent investment. Just twelve months on from the purchase of my wife’s German car we’ve returned it to the main agent for its first service. It was bought from a very large brand whose franchise is owned by a long-standing British firm which can easily ‘tick the boxes’ on five of our seven P’s. But the problems we have encountered with the remaining … Read More >