In our final part of this series we will discus the marketing mix matrix.
So how does this matrix work?
Please download the whole ppt file here. The key dynamic that invariably drives an analysis of this nature is the correlation between sales complexity and maturity of marketing. The most complex sales (top of the vertical) are the solutions for large enterprise sales. The horizontal represents the range of marketing maturity from a compass type marketing environment to a full GPS-type marketing environment.
We are just past Labor Day and I assume nobody is now wearing white shoes. Unlike the Kathleen Turner character in “Serial Mom,” nobody gets killed for bad integrated marketing. Part of the reason for that is a lack of core or accepted metrics for how successful or how unsuccessful an integrated campaign is.
No matter how long this all lasts, we are going to have to find a rational way of managing resources in this environment. We had a large response from the 8 rules blog but for many of us we need a more “now” approach to handling the emotional traumas we are facing.
We started Part One of this discussion Tue October 7th. Here are some simple ways to reduce silos and have all elements fairly represented. We have covered this in far more detail in a book mentioned below but here is you snap decision process for breaking down those silos. Five simple questions and statements:
I was playing around with the CNN Electoral Map Calculator. There is possibly nothing so gratifying as moving a dial around and seeing the fate of the country swing from one choice (winner take all) to the next in just a few seconds. While the comparison of something so major to integrated marketing might appear bizarre at best, please hang with me for forty-five seconds to a minute. You can test your speed reading too but this is about the average time it takes to read the core 500 words.