8th September 2018

What exactly is ‘marketing’ as a business discipline?

Becoming a marketing-oriented business does not mean making the marketing department the primary department within the business. Successful companies recognise the words of David Packard, Hewlett Packard‟s chief executive, when he said, “Marketing is too important to leave to the marketing department”.
10th August 2018

Is marketing the same as selling (but with a college education)?

I was at a boardroom table a while ago and one of my clients turned to me and said, "C'mon Warren; marketing is just selling but with a college education!" This made me realise that business leaders often confuse marketing with selling. This blog briefly examines the difference between the two disciplines.
10th July 2018

Should we undertake any telemarketing campaigns?

Our experience is that many senior managers do not realise what it takes, and indeed how straight-forward it can be, to generate and nurture a pipeline of qualified leads and then turn them into buyers. As a result, they simply resort to what most businesses do - they begin cold-calling prospects.