Answers to Your Questions on Integrated Marketing Strategy and the Big Picture
Question: Typically both sales and service are handled by the dealers in dealer territories. We interact with the dealer owners, sales reps and service personnel when they have issues. We also sell via our own sales reps in direct territories and have some information there, but we lack some control over how the dealers position and prioritize our products and interact with their customers.
Robert Brosnan: Often it comes down to making an explicit bargain: Use the corporate offers/positioning and drive higher response rates, revenue and ROI. Use your sales force/franchises to demo the higher performance they can obtain.
Question: What is the best way to get buy-in across everyone in a marketing organization with regards to the importance of an integrated marketing strategy? How do I get my employees to view the department outside of their roles and comfort zones?
Robert Brosnan: Often I begin in one of two places: 1) at the corporate values and show how current practices are inadequate; or 2) at a competitive assessment: showing how your competitors or those in other industries are gaining advantage by innovating across silos.
Robert Brosnan: Thanks everyone. Please feel free to tweet other questions to @brosnaro, and I'll follow up later. Many thanks for your time and attention today.