WHO’SE INPUT DO YOU TAKE INTO ACCOUNT IN MAKING MARKETING DECISIONS? In most business I know – marketing decisions are made by the marketing manager, CEO and or board on the basis of information gathered by them and thinking undertaken by them. This is despite the fact that in most cases they have little contact […]

WHO’SE INPUT DO YOU TAKE INTO ACCOUNT IN MAKING MARKETING DECISIONS? In most business I know – marketing decisions are made by the marketing manager, CEO and or board on the basis of information gathered by them and thinking undertaken by them. This is despite the fact that in most cases they have little contact with customers, spend little if any time at the front counter, rarely if ever go out on site and avoid where ever possible dealing with customer complaints. The marketing manager, CEO, board and broader management team are also not the only people capable of gathering data and applying the principles of sound objective, critical and lateral thinking. In my experience collaboration that involves all staff with client contact of any kind being involved in gathering, processing and analysing produces the best results, It is certainly important to involve all sales staff on this process. In…