2012 is just around the corner and now is the time to start planning, finalising budgets and engaging with key suppliers and stakeholders to implement all activities. Here are three things – although they may seem disjointed; I believe should be a priority in your considerations for your marketing mix.

1) During the last three years organisations have been cautious in the way they manage their budgets and skinny cows seem to be the norm. In reality the GFC took its toll, however we didn’t go into recession. Yes, we live in a multi-speed economy, so we need to deal with it. Plan and make sure you have a dual gear strategy. On one hand foster team spirit and improve employee morale – employees are also wearied by this economic turmoil. And on the other hand engender loyalty by demonstrating the value of your products and services. Customers want to ensure they are getting their monies worth.

2) Customers are marketing savvy and the digital era has allowed and encouraged this. Everyone is capable of driving their 15 minutes of fame via twitter, facebook, youtube, etc. Marketers have also adjusted to this new age of deeper customer engagement by tapping into social media. The key point here is to understand that consumers no longer separate marketing from the product – marketing is both the process and result, it is a product in itself. Customers don’t separate marketing from their in-store or online experience; it is the experience. In this new way of engagement, marketing is the company and the company is its people. Make sure your strategies encompass this relationship.

3) The guiding principle of all sales activities is to maximize time for selling and relationship building. Sounds obvious… but this is not always executed in the best way. Ensure your processes support your sales team so that they can focus on the job of selling and relationship building. 75% of a sales persons time is spent on pushing through stalled deals, scurrying for data to answer queries and cobbling together one-off proposals for even the simplest request. When planning your marketing mix don’t forget to look at the sales process so that they can focus on the task at hand – selling!

There are many more things to consider, but these three key points I believe are current, applicable and often overlooked.
I picked these three because: 1) your employee’s morale matters, this is the health check of your business and fundamental to its success; 2) today’s current marketing horizon is relevant and must be taken into consideration (as we are in a fast changing marketplace) and 3) focusing on and streamlining your sales peoples processes will drive your profits.

All the best and I wish you a good planning session.