Marketing to meet Business Goals

Over the past two decades, I have had the privilege of working for some of the world's largest MNCs and a few of India's smallest start ups. In both the situations my team's challenge has always been to create effective marketing strategies to help the firm achieve its business goals.

As a marketing person, I would be the first to state that my relationship with sales guys has not always been positive. We have fought bitterly about advertising campaigns, trade discounts, delivery of stock, product launches and much more. However no matter how heated the argument or vicious the comments, the focus of our conversation has always on meeting the company's ambitious sales targets.

Looking back over the years, there are many achievements and awards that make me feel blessed. However none of these would have happened without the 100% support of the sales guys. Which brings me to the point of this blog post - the entire purpose of marketing is to help the firm meet its business goals.

In my opinion, in today's VUCA world marketing has only 3 reasons to exist :

1. To tell consumers about the brand's promise in a relevant and compelling manner that will induce them buy the product / service being offered
2. To help the sales team sell the brand offering in a competitive environment at the best possible price
3. To build the goodwill of the firm over a period of time.

Marketing is all about helping the firm meet it's business goals.

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