If you offer complex technology, generating high quality inquiries depends on people understanding what you do. This is a story about transforming complexity to simple clarity.
A couple of days ago, I went back to Auto Marine Cables Ltd, where I’d helped to create a new business strategy in 2006. The results that have been achieved illustrate an important point about business planning.
Should your international marketing be strictly controlled from the centre? Or should all of the countries be given free rein? The answer is that neither extreme is a recipe for success.
Although marketing includes marketing communications, public relations, promotions and advertising, Marketing with a capital ‘M’ is much, much more.