The president of a company that I work with mentioned the other day that it’s “all about the data.” Their company is making great strides in moving into the marketing services space and he is leading the charge with his outside salespeople. While he maintains client accounts of his own as well as doing his “president stuff” he travels with his salespeople and leads the strategic client meetings. Over time he tries to earn the right to influence or control the output and distribution of the data. He feels that once he’s in that position he can help provide the services needed to create the end product, from design and copy to an e-mail blast, the digital or offset printing, mailing, fulfillment, or dashboard analytics. This strategy is helping him move away from some of the commodity type work they had.
While they have many of the in-house capabilities necessary to execute these projects they still look to some of their strategic alliances for help. They’ve formed these joint efforts to help them provide marketing services to their clients with the ultimate goal of doing it all themselves. Sounds like they’re on the right track.
Comments