The MHEDA Journal - Fourth Quarter, 2013 - (Page 15)
"What steps can the marketing manager (or department) take to show their
contribution to achieving a company's market share?"
Lorie Leitner, Sales Support Manager at ProLift Industrial Equipment Co. in Louisville, KY
The contribution that a marketing department makes to achieving the company's market share is
based on the functions it performs within the marketing
In our marketing department the following functions
1. rand development and brand recognition. Our marketB
ing department is responsible for the company brand and
marketing the brands of the products we sell. Through
public relations, articles, advertising, website development, social media and events, our company brand is
presented to our customers. The value of brand development is not easily measurable - but is very important to
position the company and its products in the marketplace.
2. ustomer satisfaction surveys. As part of the feedback
system on company performance, our marketing department will conduct customer satisfaction surveys from
time to time. These surveys provide feedback on the reputation of the company and its brand in the marketplace.
3. Website analytics. Marketing is responsible for our
website. Website analytics can be used to identify the
number of visits and the leads generated from the website
to quantify the value of website activities.
4. ocial media and email marketing. Leads generS
ated through social media and email marketing can
5. Market research. Our marketing department is responsible for market research to identify prospects/customers
for the products we distribute. By identifying the correct
market segments for communication, advertising and
the sales force, the efficiency of our marketing programs
and sales efforts are enhanced. This is measurable based
on the number of marketing programs developed and
the campaigns run. The net result is measurable in lead
generation and feedback from sales.
6. elemarketing or Inside Sales. Our marketing department
is responsible for inside sales. Markets are researched,
campaigns developed and telemarketing calls are made
in conjunction with direct mail and email marketing. The
success of these programs is measured by lead generation.
The link between leads and ultimate sales results are more
elusive. Sometimes a lead generated for one product or
service will lead to the sale of a different product or service.
Leads that result in sales calls may take months before they
result in business. Linking sales back to leads is indirect but
a useful way of identifying results from marketing activity.
In summary, some of the activities of marketing are not
directly linked to sales and measurement is more in terms of
functions performed than actual tangible results. Activities
of marketing that are intended to generate leads or appointments for field sales staff can be measured in two ways,
the number of leads/appointments and the sales that result
from these activities.
Elite Supply Chain
The $64,000 question - am I
getting a return on this marketing
program? Unfortunately, we tend
to go into a marketing campaign with no specific goals,
measurements or definitions (at least I do!) of what needs to
happen to deem a campaign successful. We allow marketing
to become a black hole with no clear metrics to measure
success or failure. So, to answer your question, the first step
is to meet with ownership and/or executive management and
develop a marketing strategy with clear goals and measurements - for each marketing program. Some programs may
not be put in place for a specific return on investment, but
for image or community goodwill. Make sure that everyone
The MHEDA Journal | Fourth Quar ter 2 013
Table of Contents for the Digital Edition of The MHEDA Journal - Fourth Quarter, 2013
From the Desk of Liz Richards
Ask Your Board
2014 CRITICAL IMPACT FACTORS
MHEDA Member Profile
Collaboratively Solving Any Issue
Field Service Technicians Go Mobile
Industry Legend Howard Bernstein Gives Back
Greening the Supply Chain through Systems Thinking and Collaboration
Getting to the Top
Want to Grow? Market!
A Totally Mental Makeover
Spotlight on Association News
Index to Advertisers by Product Category
The MHEDA Journal - Fourth Quarter, 2013