Wednesday, October 28, 2009

Convergence Marketing

Peter Drucker wisely said that there are only two critical tasks for an organization - Marketing and Innovation. Only Visionaries can mean it so true.

A project is a delivery that brings in top line to the organization. However the true bottom line is recognized through the innovation that brings about the freshness in the current as well as future projects. Creation of various product/service mix at various price points enable the benefits of the organization multifold and beyond the transient nature of projects.

At the same time, any task or activity that is done to get a sale, can be considered a marketing effort. For example, cold call can be argued as the first sales step. Widening the perspective, we can consider it a marketing program, since it is the first touch point in getting a feel and setting an expectation with a prospect. To get a sale, you need to go further in creating needs/desires, gain confidence on solution, may be give a sample POC, get to convince stakeholders on the investment and then seek permission to make a sale.

Since till the time a sale is made and closed, the main task is to get the prospect closer to us. This requires creating/understanding the desire, configuring a product/service that best addresses the needs and show a working model, based on which a sales person can ask for the sale and discuss the commercials.

So more and more I read the statement of Peter Drucker, the more I am convinced that be it delivery, support, sales, administration; innovation and marketing are the key catalysts in division or organization sustenance.

Related Posts:
1. A Best Marketing Program
2. Make it Visible
3. The way to market an IT solution
4. Brand building by Project Manager
5. The best Marketing Tool - Projects
6. Evolution Story - Power of Need

References:
* I took the Drucker quote from Marketing practice blog.

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