Company transformation is the key to a successful marketing initiative. ( Key to Success)
Over the last few months this topic has really hit home. For many years, I worked with marketers, client service, account managers and sales staff implementing marketing initiatives and developing new ways to promote current products and services. The result of these efforts was very good. In 2016, we have averaged 10 new accounts a day. Today, these numbers are not enough. The market is changing quickly and I’ve learned that we must continue to step up our game. I am in the process of asking the hard questions. When I hear the reason, “That is the way we have always done it” I know it is time to look closer at the process being referenced and in most cases transformation is desperately needed.
This year, our company is going through a major transformation with new services, construction and personnel. In addition, I have taken on more responsibilities with respect to running the company. Any transformation is going to have its ups and downs, but the key is to continue to put the emphasis on serving clients. For a marketer in an executive position this means serving internal clients, (employees) as well as external clients.
I am in the middle a a huge planning initiative. I am in the process of a major web redesign and updating our digital footprint. This weekend I came across this tweet from one of my favorite business writers.
Been asked to write generic letter to CEOs re biggest issues facing them 2017. My response will be simple: Great people. Great product.
— Tom Peters (@tom_peters) September 24, 2016
This tweet speaks volumes and puts things in perspective. In my mind, every leader should be making a huge transformation in the way they do business. I can only talk about the things that matter most to our company. We are taking the steps toward obtaining great people and building a great service for people looking to use our laboratory testing services.
Our current challenges are the following:
- Building upon our strengths
- Taking ideas and implementing them
- Building a strong infrastructure
- Looking at ways to develop our personnel
- Keeping up with the costs of doing business
- Develop the best workforce
- Finding Marketing Systems that are easy to implement and use on a daily basis.
It is an exciting and challenging time to be in business. Transforming a company is a lot of hard work and long hours. Priorities quickly rise to the top and it is imperative that people are informed and understand the company direction. I hope to talk more about these challenges in future articles.