Marketing on Purpose


Too often marketing gets disconnected from sales and operations and customer service.

Is your marketing operating in a silo?

You may not know if you’re running the company but there are simple questions you can ask folks in the marketing department to find out how far they are out of touch. Here are the ones I’ve found always work:

  1. You talk about our customer avatars. Can you connect me to one real person that represents that avatar, now, without calling them first?
  2. How does sales describe prospects?
  3. How do customers and prospects rate our customer service?
  4. When is the last time you surveyed:
  5. Customers
  6. Prospects
  7. Folks that abandoned the checkout process
  8. What did you find out?
  9. What is the purpose of your marketing activities?
  10. How do you know how well you’re doing? Be specific.

Your single most important follow up question is Why?

The purpose of your marketing must be known by you and your people before it can be implemented. It is the reason they do what they do. It is at the heart of their operating system.

They need to know WHY the company operates the way it does.

They need to know WHY you want to go after prospects that think a certain way.

They need to know WHY your products and services are made a certain way.

They need to know WHY the communications they devise must use the same language as the stated purpose of the company.

If you are a founder or the driving force of an organization it should reflect your WHYos.

Your complete statement of Purpose also includes HOW and WHAT which as Simon Sinek spoke about in a TED talk. Understanding your WHY Operating System is the first step in aligning all the components of your company for success.

Learn more. E-mail the word WHYos to me. Give me 15 minutes of your time and an incredible piece of technology I‘ll provide FREE will change your life.

Jerry Fletcher is a sought-after International Speaker, founder and CEO of Z-axis Marketing, Inc. and a Certified WHYos Coach. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two. Get the Newslog at his consulting site.


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About Jerry Fletcher

Jerry is the CEO of Z-axis Marketing, Inc. which he founded in 1990. He is an expert at business development and has changed the way the way new business is acquired and introduced on three continents. He is known to meet with clients in dining rooms and boardrooms. He stopped counting successful introductions of new products at 207.