My 7 Rules of Marketing

A quickie for all:
1. Marketing-Sales-Service are distinct functions but are a single, integrated process, the customer always suffers from inconsistencies
2. Always mobilize resources around targeted campaigns, never throw it against the wall. Resources (time, money, energy, people) are too scarce, lack of working capital too dangerous to be risked
3. Targeted campaigns always focus on a market and its entire value chain: clients, their clients, suppliers, distribution channels, producers, etc., never just clients
4. The essence of any offer is uniqueness: in consulting & training = understanding client issues, new ideas, quality of sales and delivery team, prior results, and value for price - what is your uniqueness?
5. Integrate the message - the look and feel of all materials, packaging, web sites, etc.
6. Minimize the risk by never over burdening any single event - sales success is incremental, not about turning cold calls into immediate sales - it doesn't happen!
7. Nothing is good or bad, it works or it doesn't, if it doesn't test - change it