“Quick, we need to promote this new product; let’s get an ad out, we need activity on this today!” Or perhaps, “We really need to recruit more producers, let’s start doing a little advertising.”
Unfortunately, for some marketing organizations and distributors, this is how their marketing department is being run and how critical marketing decisions are being made day after day, month after month, year after year.
“The most important functions of a business are marketing and innovation. EVERYTHING else is an expense.” – Peter Drucker
It is all too common that Marketing Organizations (MO) and BGAs conduct “new” producer lead generation as a series of isolated activities and are frustrated by the results—an ad here, a direct mailer there, a tradeshow here — with little continuity or overall strategy. Your marketing has to be deliberate or it’s useless.
