Steven Lauterback's Blog – March 2015 Archive (3)

Marketing is all the activities a business will undertake to assure a steady flow of prospects. Your business faces a host of challenges that may not have been evident a few short years ago. There are several circumstances that suggest the need for a fresh perspective in formulating or reengineering a firm’s customer finding and customer keeping process.

Considering these general parameters will get you headed in the right direction.

Are you:

• A start-up…

Over the last five years marketing has moved to become one of the most important topics for the leaders of small and midsize companies. Understanding and embracing the importance of marketing to business success is critical in this hyper-competitive era.

The marketing consultant label is almost as confusing as the term marketing itself. There are consultants or, better referred to as marketing tacticians for everything from website designers and search engine optimizers to sales…

If you touch the selling process in your business, an understanding of some likely steps taken by buyers and their proxies should provide helpful insights.

There are up to three player categories to the equation, the need generator, the selection decision maker and the financial decision maker. (Sometimes the needs guy and the financial decision maker are the same.) Once an order is received the selection decision maker may look first for any current relationships for this or related…