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Why strategic marketing matters

Why strategic marketing matters. OR. How great sales departments can ruin you fast!. By Edmund Bradford, Director, Market2win Limited. September 2009. 2006: A Good Year for Bear Stearns. “Fifth consecutive year of record net income”. James E. Cayne, Chairman & CEO, Bear Sterns

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Why strategic marketing matters

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  1. Why strategic marketing matters OR How great sales departments can ruin you fast! By Edmund Bradford, Director, Market2win Limited September 2009

  2. 2006: A Good Year for Bear Stearns Helping organizations win the marketing war

  3. “Fifth consecutive year of record net income” James E. Cayne, Chairman & CEO, Bear Sterns Page 3, 2006 Annual Report Helping organizations win the marketing war

  4. But there is an even better sales force out there! Helping organizations win the marketing war

  5. 2006: What a great year! Helping organizations win the marketing war

  6. ...and on the same day, HBOS reports strong sales growth Helping organizations win the marketing war

  7. 2007: Still looking good Helping organizations win the marketing war

  8. Another record sales year for Lehman Brothers! Helping organizations win the marketing war

  9. But by September 2008 the party is over After 158 years of trading, Lehman Brothers is bust After 85 years of trading, Bear Sterns is sold to JP Morgan for $10 per share Helping organizations win the marketing war

  10. August 5, 2009: The HBOS hangover continues Helping organizations win the marketing war

  11. Didn’t they die fast! Survive Thrive High Marketing Effectiveness Die Quickly • Lehman Brothers • Bear Stearns • HBOS Die Slowly Low • RBS • Northern Rock • Bradford & Bingley • Equitable Life Low High Sales Effectiveness Source: based on Prof. Malcolm McDonald’s The Marketing Audit, page 12, 1991 Helping organizations win the marketing war

  12. The moral of the story If you have not done your marketing first, great sales functions can ruin you fast. What market strategy is your sales function working to? Helping organizations win the marketing war

  13. Helping organizations win the marketing war www.market2win.com Market2win Ltd, Minerva Mill, Station Road, Alcester, Warwickshire, B49 5ET United Kingdom enquiries@market2win.com

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