why strategic marketing matters
DESCRIPTION
Why strategic marketing matters. OR. How great sales departments can ruin you fast!. By Edmund Bradford, Director, Market2win Limited. September 2009. 2006: A Good Year for Bear Stearns. “Fifth consecutive year of record net income”. James E. Cayne, Chairman & CEO, Bear Sterns - PowerPoint PPT PresentationTRANSCRIPT
© Market2win Ltd
By Edmund Bradford, Director, Market2win Limited
September 2009
OR
How great sales departments can ruin you fast!
© Market2win Ltd
2006: A Good Year for Bear Stearns
Helping organizations win the marketing war 2
© Market2win Ltd
James E. Cayne, Chairman & CEO, Bear SternsPage 3, 2006 Annual Report
“Fifth consecutive year of record net income”
Helping organizations win the marketing war slide 3
© Market2win Ltd
But there is an even better sales force out there!
Helping organizations win the marketing war slide 4
© Market2win Ltd
2006: What a great year!
5Helping organizations win the marketing war
© Market2win Ltd
...and on the same day, HBOS reports strong sales growth
Helping organizations win the marketing war slide 6
© Market2win Ltd
2007: Still looking good
Helping organizations win the marketing war 7
© Market2win Ltd
Another record sales year for Lehman Brothers!
Helping organizations win the marketing war 8
© Market2win Ltd
But by September 2008 the party is over
9Helping organizations win the marketing war
After 158 years of trading, Lehman Brothers is bust
After 85 years of trading, Bear Sterns is sold to JP Morgan for $10 per share
© Market2win Ltd
August 5, 2009: The HBOS hangover continues
Helping organizations win the marketing war 10
© Market2win Ltd
Didn’t they die fast!
11Helping organizations win the marketing war
Marketing Effectiveness
Sales Effectiveness
Low
Low
High
High
Thrive
Die Slowly
Survive
Die Quickly
Source: based on Prof. Malcolm McDonald’sThe Marketing Audit, page 12, 1991
•Lehman Brothers
•RBS•Northern Rock•Bradford & Bingley
•Bear Stearns•HBOS
•Equitable Life
© Market2win Ltd
The moral of the story
12Helping organizations win the marketing war
If you have not done your marketing first, great sales functions can ruin you fast.
© Market2win Ltd
www.market2win.comMarket2win Ltd, Minerva Mill, Station Road, Alcester, Warwickshire, B49 5ET
United Kingdom
Helping organizations win the marketing war