Most marketing fails to directly generate sales. Too often marketers focus on intangibles like awareness over tangible results. Extreme Marketing demands real returns - sales must exceed expenses. Good marketing starts with salespeople who drive transactions. Creative campaigns don't matter if no one is buying. Forget industry rules-of-thumb; evaluate on your actual ROI. Extreme Marketing reverse engineers from the sales transaction, aligning everything to drive more sales. It cuts through marketing myths to ruthlessly focus on sales results rather than appearances. Extreme Marketing succeeds or fails on sales numbers - the only true measure of marketing effectiveness. Most companies don't align their marketing to sales, so it fails to grow the business. Rethink marketing around driving sales transactions.
Marketing in many businesses is often conducted on an ad hoc basis, without a strategic long-term plan. This is particularly true in small companies where there may be a lack of expertise, preventing employees from understanding effective marketing tactics. In larger companies, the issue is often that no single individual is held accountable for the overall success or failure of marketing efforts, meaning that there is no direct consequence for ineffective marketing. What businesses need are extreme marketers, individuals who are willing to be evaluated based on the tangible results of their marketing efforts. These professionals are well-versed in both marketing strategy and tactics. Strategically, extreme marketers align marketing initiatives with the company's growth goals, and they know how to articulate a unique selling proposition (USP) to prevent market confusion, understanding that a business should ideally represent one clear concept. They are adept at reaching broad audiences cost-effectively and crafting compelling offers for the right demographic. Tactically, extreme marketers can succinctly describe their product, differentiating it from competitors and making any alternative purchase seem unwise. They focus on identifying the best prospects to avoid marketing to unlikely buyers and set up systems to track the effectiveness of marketing programs. Extreme marketers are also proficient in implementing referral programs, ensuring follow-ups to convert referrals into sales, and are skilled at cross-selling to existing customers. Their expertise allows them to build a consistent momentum that drives predictable business growth.
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