Video: Marketing and Operations are Connected
Marketing expert Steve Smart turns chaos into order by helping business owners become profitable by focusing on what customers want and delivering it to them
Marketing expert Steve Smart is fired up when he can help turn chaos into order and help business owners become more profitable through creating structure around their content and processes. He opens this powerful program by stating that marketing and operations are strongly tied together. He asks the audience this rhetorical question, “What is marketing?” After offering several definitions, he suggests the following as useful to remember, “Marketing is everything involved in successfully taking your product to market.” It’s finding what people want and delivering it to them. He suggests a shift in perspective is needed.
Steve Smart reminds the audience that ideal marketing provides leads, then revenue and then profits. He says in order for this to happen it’s important to think of marketing holistically so that you attract leads, close sales, and make sure you are satisfying customers throughout the entire buying and service continuum.
Operations are inter-related to marketing because they intersect through:
- Touch-points – these include every point of contact you have with your customers. Customers make choices based on how you impress them. You are always modifying, informing or reinforcing your impression on them. The related points of contact are important – they might include the product itself, the packaging, the billing process, and all phases od service. Ideally your touch-points help your clients feel a closer connection to you, making it more likely they will be loyal to you, refer you and make another purchase with you. In order to create operational touch-points effectively, you need to think of all the different ways you interact with customers, and then make one or more people responsible for each touch-point. You want to have consistent processes around this and be intentional for how you deliver on your brand promise.
- Culture – this includes employees, customers and vendors. When you have a value-based culture where people understand the purpose for creating an experience at each touch-point, values customer satisfaction and embraces shared ideas, there will be greater creativity and collaboration on succeeding with your brand. Everyone shares, validates and executes on ideas, helping each your company to become productive and profitable.
- Cross-functional teamwork – people outside your actual marketing department matter too. Together you communicate in word and deed a stronger vision, a better culture, and greater collaboration, enabling people to enjoy making contributions and creating buy-in. Other team members’ help you execute on new ideas and they have a fresh perspective to offer.
Steve Smart ends his presentation emphasizing the need to live your brand promise internally as well as externally. Intentionality helps everyone play a part of the process to deliver on the brand promise. You will be most successful if you put a structure in place to identify a list of all touch points and make sure everyone involved shares ideas, provides input and gets feedback afterwards to strengthen your values and service.
Steve Smart is helpful and believes in high customer satisfaction. He’s an expert at purpose and value-based marketing. Need help with your marketing efforts? Reach out to Steve Smart at email@example.com
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