There is no disputing the fact that successful companies are innovative and willing to think outside the box. The pressures of today’s economy, the scrutiny of investors make profits the ultimate objective of every company, on a quarterly basis, despite the harmful effect on long term growth.
As the economy mirrors cultural demands for instant and continuous gratification, companies sacrifice projects and objectives with far reaching impact to satisfy the market expectations. In a down economy this short-sighted approach can do serious harm to small and midsized companies. However, these are the rules that dominate business today. Unless an organization can stay private or employee-owned, management will have to make the tough choices.
So where will organizations turn to best meet their customers needs and expectations, to further profits and sustain continued growth? Certainly user generated content plays a major role. But the people best suited to apply that intelligence are often outside of the marketing area with more technical backgrounds. The silo around IT and other internal services groups are being removed to delve into a new resource. This resource has been used by many but too often ignored by equally as many. Whether the company is dominated by operations or sales or even if IT has the correct balance, typical roles prevented the use of this intelligence. Challenges faced by customers are filtered through sales and support, solution are devised by IT, and sometimes offered to other customers. But more often a solution created internally is applied to only a few customers’ needs. Walls that prevent Internal communication still exist.
Breaking down these walls, in the same way that a company must break down the communication barriers with its customers, can signal the beginning of change for an organization, a change that will move the organization forward in both the short and long term.
Justin Jackson is an Account Executive with Donnelley Marketing with over 10 years of experience in consultative sales in the multi-channel arena. Email any questions to Justin.Jackson@Donnelleymarketing.com or check out the website: http://www.workone2one.com/. Sign up for a free e-newsletter and you can be entered into a drawing for a free business profile.
