Who's on first?

• Author: Marlin, Brenda
• Position: Marketing edge - Brief Article

Marketing is all about making plans and carrying them out, with the end result of gaining new business for your organization. But, as we know, we're not living in a perfect world and, the reality is, sometimes things don't go as planned. Marketing plans can be made and tactics carried out to the nth degree, then someone drops the ball during the last pray of the game. When a marketing strategy does not pull as expected, who usually gets the blame? Marketing!

I was speaking recently with a woman who shared a story with me--one that I considered a marketer's won't nightmare. Seems that she had obtained some disappointing advice on her investments and decided it was time to find a new financial adviser. As luck would have it tot should I say, perfect marketing planning), she received a direct mail piece from her bank that offered her a free financial portfolio review. She decided to respond to...