Frederic Martin, Internove | Looking across industries, I keep seeing some common failures in trying to get organized for marketing and sales. A first point is the usual siloed approach with marketing and sales, as two separate components. In today’s world, it’s not about selling and marketing anymore, it’s more about designing and nurturing funnels and user/customer experiences with ongoing physical and digital interactions. From a business perspective, it’s about acquisition on the one hand, and retention, satisfaction, ultimately advocacy on the other hand. That leads me to the concept of phygital machine design with a mix of different profiles and techniques that I will detail later . A second point is the underestimation of the branding power itself which is by the way a result of internal efforts and appropriation by the market. Too many companies are still too product driven and behave like most of the value is generated by pieces pushed to the market. I will come back later on this too. A third point, especially valid for larger organisations: too many companies struggle trying to focus on the core business and brand nurturing while trying to develop fast new lines or even ventures. That leads me to the concept of marketing factory that I will detail soon too…
