Most businesses that lack the structure of a large corporation find it difficult to take a marketing idea from beginning to results.
Often, we see marketing stopping and starting, stopping after the strategy begins to work, or never starting at all. We have seen it happen over and over again.
A high performing financial advisor once told me that he will always be successful in his industry because he executes on the ideas that his peers just talk about.
And although not every marketing activity has worked for him (like that one seminar where no one showed up, but he did the presentation anyhow), most have significant results and keep getting better (like his once-a-week strategic alliance lunch campaign). If you look around, there is no shortage of ideas for how to gain new business. In fact, many people will tell you exactly what they did to achieve success. The marketing strategy may not be the issue.
If you have a commitment to net new business, you also need a similar commitment to consistent implementation.
And, as a firm executes, they get better at implementation! It turns out that the most difficult marketing strategy is the one that gets implemented…fully. But it is also the one with far more results!
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