Effective marketing means controlling performance not people

This article found at:
http://audioconexus.wordpress.com/2006/12/16/effective-marketing-means-controlling-performance-not-people/

Successful companies are constantly learning. It’s what we do with this learning that enables us as executives and marketers to steer the ship towards our targeted destination, making improvements along the way, while learning from our mistakes.
Control means that we constantly evaluate and monitor where we are and make any corrective adjustments necessary to improve performance along the way. For AudioConexus, this control goes beyond the consistent measurement of marketing effectiveness and the four pillars of P, Product, Price, Promotion, and Place. It also includes another P, People, the fifth pillar on which rests our core values of Trust, Integrity, Respect, Passion, Innovation, Responsibility, Continuous Improvement and Organizational Learning.

Organizational Learning is an important key to success, supported by a corporate culture that embraces constant change as a necessary step in the evolution of improving performance.

In Peter Senge’s book, The Fifth Discipline: The Art and Practice of the Learning Organization, he defines the learning organization as “organizations where people continually expand their capacity to create the results they truly desire, where new and expansive patterns of thinking are nurtured, where collective aspiration is set free, and where people are continually learning how to learn together.”
In order for control to work effectively, to reach the destination clearly defined by leaders, successful organizations share a vision. A shared vision is where everyone in the organization, top to bottom, [and side to side] finds meaning, direction, and reasons for existing. It is a shared vision that ignites passion and motivates people to aspire to greatness. By focusing on performance, not people, we can objectively manage performance while empowering people to learn, to develop new skill-sets, insights and relationships.

Marketing requires constant learning. The best marketers are those people who are willing to apply their expertise knowing that testing and measurement is part of the process. They learn from their mistakes and learn more as a result of being open to the process. Successful organizations use this knowledge as an opportunity for shared learning, improving project performance, systems and processes, and marketing effectiveness.

This entry was posted on Saturday, December 16th, 2006 at 4:22 pm