Almost with the same energy that Lawrence Summers, the Director of the National Economic Council, recently expressed regarding the state of affairs in the global economy, senior marketing managers may view the tasks before them in much the same manner. That is, pressure to do things that will create and maintain momentum is critical.
Marketing and sales organizations are stressed. But as can be quickly observed when examining those companies that survived or even thrived during the bad times of the mid 1930’s (avoiding use of the “D” word), they placed a premium on staying in front of their customers. They didn’t hide and lick their wounds, but instead refined messaging and intensely focused their marketing activity.
In my view, when marketing managers present their ideas for driving things forward, they should be bold and push for doing more, not less. In fact, it is much more prudent to plan on doing what could be considered too much rather then make small moves and come-up short. Fortunately, with the right programs that leverage the incredible power to be found in the right marketing technologies, organizations can indeed do more with less.
Whether it’s a new and improved landing page strategy, adoption of mobile marketing tactics, an upgrade of a tired email platform, or even implementation of a full scale marketing “super-platform”, new technologies can present a real opportunity for marketers to operate a lean, but powerful marketing structure.
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