A consistent brand message goes a long way. But you can consistently miss the point, too.
No tunnel-vision executive is going to wake up and decide sales and marketing is important, or that they should understand it. You’ve got to make the case for it consistently. You need your executives totally bought in – if they aren’t, you’ll end up in a bunch of pointless political battles and you won’t get much done – this is something we at D. White & Company have learned from experience.
A marketing audit gives you a working picture of your current state. It will show whether or not your marketing efforts are consistent, process-driven and repeatable – or if you need to do a little more work. It’s also a springboard for a plan. In order to know where you need to go, you must start by knowing where you currently are.