Browsing All Posts filed under »On Marketing«

My Financial Planner is Like

August 9, 2011


My Financial Planner is like my Family Physician. I value my planner’s Skill, but more importantly like for my physician, I value my planner …. For the Trust I have in his doing what is best for me …. For the Knowledge he has of my and my family’s financial History and Goals …. For being Available […]

Whose Problem Are You Trying to Solve?

August 3, 2011


I have, in an earlier post, written about the need to discover an effective value proposition for your product or service. There is, however, an important pre-requisite to developing your value proposition. Marketers often forget that value proposition is not an end in itself but a means to an end; value proposition helps your target customer […]

Helping Consumers Traverse the Buying Process

July 25, 2011


I had introduced, in an earlier post, the adjacent framework to highlight the different stages in a consumer’s buying process. I had proposed that the practice of Marketing is better suited to engage consumers that are early in their buying process. Making Marketing responsible for engaging early stage consumers greatly improves Sales’ productivity by allowing […]

Make the Time to Plan

June 20, 2011


I play golf at the Army Service Corp course and there past the 12th hole is a small-arms firing range. On the wall of the range a sign painted in big bold letters reads: The More You Sweat in Peace The Less You Bleed in War. I always found the sign profound but its meaning […]

The Annual Marketing Plan – Bringing It All Together

June 13, 2011


In an earlier post, I discussed the advantages and challenges of including 7 specific go-to-market tactics in your marketing plan. In this post, I want to take the discussion further and talk about how these tactics play off each other and how you can use them in building an integrated annual marketing plan. I recommend […]

Marketing Workshop for Startups – Chennai – June 1 2011

June 3, 2011


The Startup Centre, Chennai, invited me to conduct a one day workshop on marketing specifically aimed at startups. Vijay Anand, who runs The Startup Centre, spoke to me in early May and we decided to schedule the workshop for June 1. I had great fun doing the workshop and here’s my report on the event. The […]

Thoughts on Key Go-To-Market Tactics

May 16, 2011


My previous marketing related blog posts focussed on strategic elements of building a marketing plan – purpose of marketing, determining goals of marketing plan, determining value proposition and determining the marketing budget. In this post, I want to focus more on the tactical elements of a marketing plan; specifically key go-to-market tactics. The tactics I want […]