Smart Business Magazine, January 2016

10 Smart Business Columbus January 2016 KELLY BORTH CEO and chief strategy officer GREENCREST a 25 year old brand development strategic and interactive marketing and public relations firm that turns market players into industry leaders Kelly is one of 35 certified brand strategists in North America and works with companies to establish brands and build brand value for their businesses 614 885 7921 kborth@ greencrest com www greencrest com Change the game Six ways to lead with strategy With a clear marketing vision the sales strategy can kick into high gear Start with understanding how many new relationships will drive growth and what industries or product segments are targets Establishing a strategy for targeting prospects and driving leads is complex in todays online voice mail and mobile world yet we know that products and services are being consumed at unprecedented levels Are you getting your share If you have a strong company brand and culture you probably already focus on customer service If you knew that 80 percent of your customers were at risk would that motivate you to develop a stronger customer retention strategy Most companies customers are merely satisfied with the service they receive That means theyre willing to look at other options Only when you exceed expectations do they become loyal customers Having a strong marketing strategy to grow the business is meaningless if your customer attrition is too high You work hard and spend a lot to attract new business Strategize to keep them by exceeding expectations Good planning and strategy deserves to be implemented with gusto Any other implementation strategy will affect results That doesnt mean that you cant walk before you run but too often companies handicap their organizations by underfunding implementation you know who you are Its like having a shiny new Ferrari in your garage but you never gas it up to drive it Be committed and focused to stay on track and hit the established milestones Strategy is a game changer Its what separates the players from the industry leaders If you want to change the game and take the lead here are six keys to success www linkedin com in kellyborth www facebook com GREENCRESTMarketing @ brandpro KELLY BORTH IGNITE YOUR BUSINESS Brand is your competitive strategy Brand is a statement of why the business matters and the gaping hole that would emerge if your company didnt exist Its the passion that drives the organization Is your business making the world a better place or transforming your industry Make sure your company matters in order to achieve or sustain a position as market share leader Company culture is your people strategy Culture is a part of your brand If your people arent delivering your brand promise to the marketplace at every presale sale and post sale touch point then your brand doesnt have a leg to stand on You dont want customers to experience less than what they expect or inconsistency A strong culture values people and provides support training and management structure so employees can succeed in delivering the companys promise Marketing strategy paves the way for you to grow build a reputation become known and understood A solid marketing strategy starts with a clear vision of company goals and what needs to happen to make those numbers a reality By looking longer term with a three to five year vision it addresses the necessary posturing and planning needed to lead the company to its next level of growth A marketing strategy isnt developed in a vacuum it takes the entire leadership team to chart the enterprise in the right direction