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How to Write a Better Company Mission Statement


What is a Company Mission Statement? Organizations with a clear strategic focus have written mission and vision statements. A company mission statement communicates — most often in writing — the firm's reason for existing; it defines your organization's values and governing principles. The mission statement explains how the organization aims to serve its stakeholders, such as customers, employees, shareholders, and the community. Organizations with a communicated mission and value statements that align with their strategy, goals, and objectives outperform companies that do not have them. Not all organizations have a mission statement. Some have simple mission statements; that is, [...]

How to Write a Better Company Mission Statement2020-08-27T22:47:59-07:00

Does Your B2B Company Measure up to Marketing Excellence?


Marketing in many B2B firms is often lackadaisical at best. However, B2B marketing does not and should not be halfhearted, especially in today's digital, customer-driven marketing environment. B2B companies that achieve marketing excellence are better positioned to outperform competitors because they put customers first, create strategic alliances, and are value and outcome-driven. “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” - Peter Drucker What is Marketing Excellence? Reaching excellence in marketing is a [...]

Does Your B2B Company Measure up to Marketing Excellence?2020-08-06T23:16:38-07:00

The Marketing Control Process for your Business – Explained


Audio version for "The Marketing Control Process for your Business – Explained" Understanding the Marketing Control Process If you are like most small to mid-sized businesses, marketing your company probably includes a basic marketing plan, most likely not written down. You probably have some marketing collateral (brochures) to leave with customers, a website, a social media presence that gets occasional attention, and a sales team. There may be some sort of control mechanism, like a sales analysis performed monthly or quarterly, to determine if you are generating enough revenue to cover costs and earn a [...]

The Marketing Control Process for your Business – Explained2020-08-06T23:45:27-07:00
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