Looking Ahead to 2009

Happy New Year. I'm sure many of us are glad to see 2008 pass. It was a rocky year for the US economy to say the least. We watched the housing boom collapse, major banks fold, and the Big Three automotive companies flail. We also saw the election of the first black president, and my beloved Celtics capture the NBA title. What will 2009 bring?

With the uncertain economic times it is our instinct to close in and gut marketing budgets. What drives customers to our businesses? You can't send your sales people out without the tools necessary to land the deal. Marketing takes what your company does and marries it with what your customer needs. Your marketing represents your philosophy and creates a recognition of who your company is. Now more than ever it is important to have a clear idea of what your message is and to make sure you are getting it out there.

It's not just about your message. Do your sales people know how to close the deal? Do they follow up on the leads you create through campaigns. How do you track their success? Are you tying your sales to your marketing efforts? If you are not tracking these things you are essentially treating your sales strategy as a game of chance. I think we can all agree that with tighter budgets we need to be selective with how we spend our dollars.

As you approach 2009, know what your message is, know who your audience is, and find a way to connect and close deals. I know in our business we continue to refine who we are and what we do. It's not easy when your company has a diverse skill set but find what you do best and capitalize on it. Good luck in the new year!!