Marketing’s Makeover: From Fluff to Facts By Desiree Grace She’s got a bad reputation. Marketing—she’s a party girl. Golf outings, customer appreciation events, expensive meals at trade shows—when the economy gets rough, she’s the first thing to go. But much like the cheerleader with a perfect GPA, there IS more to Marketing than meets the eye. Done right, it’s not just entertainment and good times. Effective marketing involves discipline and hard work that is measurable. Let’s discuss Marketing Key Performance Indicators (KPIs). These are metrics that demonstrate results and return on investment. There is some rigor underneath all that fluff and fast talk. To understand the impact of your work, you must assess the outcomes of your strategy and optimize your programs and campaigns accordingly. This can include channel-specific marketing activities if you’re a manufacturer selling through distribution. Some good basics you can and should measure include the following: 1.  ...

Hablas Espanol?  My Scorecard If you are here from a teaser link you probably think this is about how taking time off to reset can help you better focus on your job.  Yes, that is absolutely true.  But ask my wife, I've never taken a vacation without my laptop.  I always think I'll get a lot done.  Best laid plans.  Leave the laptop at home, folks.  Moving on... Everyone who knows me is aware of my interest in learning Spanish. Over the years, I've made it a point to visit Mexico at least once annually and after each trip, I've felt determined to learn the language. A couple of years ago, I finally took the plunge and signed up for the DuoLingo app. One of the best things about this app is the built-in scorecard.  I set a goal each day and it tells me if I have met or exceeded my goal.  At the end of each week, I get a scorecard.  Here are the current results:  I have over a 1,100-day practice streak, an average of 2.6 daily session...

It’s June 30 th and the half-time buzzer is about to sound.  It’s half-time for 2023, and I believe distributors should take note.  Since sports history is full of great half-time stories, I took a few minutes to reflect on some momentous events.  Here’s a sampling of three amazing half-time meetings: ·         Super Bowl 2017 - The New England Patriots were trailing the Atlanta Falcons by 18 points at half-time.  During the break, head coach Bill Belichick and his coaching staff made critical strategic adjustments to counter the Falcons' dominant performance.  The half-time adjustments paid off as the Patriots staged an incredible comeback, scoring 25 unanswered points to tie the game and force it into overtime.  Ultimately, the Patriots won Super Bowl LI in the first-ever overtime Super Bowl, completing one of the greatest comebacks in NFL history. ·         Super Bowl I 1967 - At hal...

We have done a lot of Voice of the Customer Surveys for our clients lately. Along the way we discovered something strangely interesting. And, it has nothing to do with the customer. Allow me to share. After collecting several of these surveys, we observed a bit of reluctance, perhaps hesitance, of the front-line sales teams when asked to promote the surveys. Maybe it was caused by fear of the unknown, things like how management might use the survey, or wondering if customers might see the survey as an intrusion or perhaps the results would reflect poorly on the team.  Some salespeople believed the process was redundant because after all, they represented “the eyes and ears of the company,” ever vigilant for changes in behavior and shifts in thought. After receiving the final report, most view the survey information as a positive tool for better understanding what’s going on in the minds of their customers. However, during the early stages, the actions of the group are, at bes...

Ah, the joys of being the “middleman.” For decades, distributors have been responsible for efficiently passing products from manufacturer-based suppliers to customers. During the 1990s, we were good at removing costs from our system. Into the 2000s, our customers tasked us with assisting them in removing extra expenses from their interactions as well. Without really being aware of the situation, we have improved the “supply chain,” whatever that is. In a quest to discover a workable meaning, I spoke to a young friend who had just earned a master’s degree in supply chain management. I asked her about the meaning of supply chain management. Her answers centered on order entry, shipping times, price points and several statements which sounded like she was spewing straight from the mouth of a big corporation purchasing agent. After telling her I was writing an article on supply chain improvement for distributors, she replied: “Distributors can improve the supply chain by red...

Picture it: September, 1965- 5th grade. Brushy Branch School.  The sun gleaming through the tall windows after recess. School had started the week before, and no one had bothered to tell the weatherman. The days were long and balmy, perfect for playing outside. But there we sat, marshaled in old-style  stamped army surplus steel  school desks. Our first big homework assignment of the year was due. All the kids were excited by the prospect of impressing the new teacher, except Johnny. As we proudly turned over yellow papers featuring our finest cursive hand, we heard the now-famous line. “Mr. Stanko, the dog ate my homework.” Shy of selecting a fresh slab of bologna over a clean sheet of ruled paper for a writing tablet, the whole K-9 misadventure sounded a little “fishy.” Somewhere along the way, many sales managers have heard a grown-up variation of this excuse. If you haven’t heard a story like this, there’s a good chance you aren’t demanding enough process fro...