Ed Rusch, CMO at Blue Ridge, the breakthrough product that combines demand shaping for supply chain planning and pricing optimization, recently profiled in Forbes discussed adding value to businesses by investing in marketing. Read the full article here.
Rusch suggested a simple assessment can be used to quickly understand whether true marketing is used, “If you’re hearing (or saying) ‘… and then marketing can pretty it up!’ you don’t ‘got marketing.’”
According to Rusch, “Expect more, both from marketing and your people. One thing I always ask CEOs is to ‘tell me what great marketing means to you.’ A sizeable number have struggled to answer crisply, and their responses are often devoid of thoughtful introspection on the topic. One place to start is shedding the idea that marketing is a cost center. Expect marketing to be a growth driver and profitability booster aligned to the P&L and company strategy.”
“You should deeply understand the financial and strategic goals of the company. Relentlessly pursue capabilities to deliver certainty about achieving those goals. Be sure you know how you are going to measure marketing’s contribution. Be careful not to confuse vanity metrics with material ones. If you’re going to talk about opens, clicks or a percentage mix, connect those numbers to a strategic outcome,” added Rusch.
Rusch is a proud member of the Forbes Communications Council, an invitation-only organization for senior-level sales and business development executives. Members are respected leaders and executives who are selected for the council based on the depth and diversity of experience in the business development space.
About Blue Ridge
Achieving a resilient supply chain sits at the intersection of demand, price, and inventory – where a company’s customers, suppliers and their operations meet. Blue Ridge’s cloud-native integrated planning and pricing platform gives Wholesale Distributors, Specialty Retailers and Discrete Manufacturers app simplicity that uniquely integrates data science-rich inventory forecasting capabilities with price optimization insights. From modeling, right-sizing inventory and seamless collaboration, Blue Ridge bases success off increases in customer profitability and service levels.
Learn more at https://blueridgeglobal.com/ or request a demo at https://blueridgeglobal.com/request-demo/.
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Source: Ed Rusch, CMO at Blue Ridge Shares Importance of Great Marketing in Forbes
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