2019, Marketing Quotient

"Commercial priorities change.  But the need to identify, engage, and keep the right audience is constant ... Respond to a world where modern life fractures thought, digital culture shards identity, and branded messaging reaches saturation by aligning initiatives to shareholder, stakeholder, and audience requirements."

“Your audience want shortcuts.  They're experimenting with quicker, simpler ways to do things in their personal life and business.  So the biggest challenge to growth isn’t external, it’s internal.  Getting any organisation to keep up with the new shortcuts your audience takes is hard.  Fortunately many of these shortcuts are found on digital platforms and in connected communities.  This means they are visible, measurable, and can be monetised.”

"The four components of the marketing mix — product design, pricing, distribution, and communication tactics — become specialised and siloed as operations grow.  As does the link between Marketing and Sales"

"How can marketers support the need to increase brand awareness, accelerate the sales process, and retain install base against this internal complexity; while outside the business trends move faster, buyer expectations shift, and the tenure of decision makers is shorter?"

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