Don’t Underestimate the Importance of the Four M’s
By Terry Healey, Ridgeview Consulting
Building a complete and differentiated go-to-market plan is something all marketing professionals strive to achieve. We typically follow a methodology to ensure that the target customer is at the center of the plan and that we have a clear and compelling value to generate a positive response. We often build our plans based on the four P’s of the marketing mix, but more often than not, I engage with companies who don’t include sales in the process. Without the very latest and best customer insight, gaps can yield an otherwise well crafted plan ineffective. Only with that input can we achieve a 360 degree view to enable true marketing and sales alignment.