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Most CEOs of privately held Business-To-Business organizations have not taken the time to measure what their customers are worth to them over their lifetime, and so they have no way to build a rationale for what they are willing to spend to win more customers.
A TRUE STORY:
A CEO of a $10 Million professional consulting business wanted to see an increase of 20% in sales each year for the next three years. But the size of the approved marketing budget was just $150,000 per year. The company struggled
Michelangelo Celli is President of The Cornucopia Group, where he works exclusively with CEOs of privately-held b2b companies that sell expensive products or services and whose sales depend on strong customer relationships to allow them to systematically develop more predictable outcomes from their marketing and sales efforts. To find out more, visit The Cornucopia Group Web site at www.cornucopiagroup.com
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