The year has only just begun, but all of us are already diligently working towards our 2013 forecasts, implementing sales and marketing efforts.
But are they the right sales and marketing efforts?
Today’s newsletter, Imagine it is December 31 …, encourages you to “plan backwards’ in order to make sure you are doing the right things to make this year a success.
Plan backwards!
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In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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