And although our monthly email newsletter is titled “Hat Trick” it is more of a play on the hockey phrase as it relates to our name than it is a “tip of the hat” to the game. To be perfectly honest, that is probably all I know about the game – except for one other thing.

The great Wayne Gretzky once said something that has become one of my favorite quotes. He said, “Don’t skate to where the puck is…skate to where the puck will be.”

I love that quote because it says so much in so little. It speaks to me personally in how I try to live my life, but also how I hope we continue to run our business. It puts a focus where it should be. It is the definition of wisdom exemplified: knowing the outcome before it will happen.

So how can we get into this mindset with our business? How can we continue to operate as we need to today, but watch and know where our “puck” will be in the future? Well, would you believe our marketing efforts can help? Here are some thoughts on how.

Plan your marketing for where you want to go, not for where you are today.

It’s hard, I know, when you are muddling in the day-to-day issues of a business to stop and plan, but that is exactly what makes the difference between a long-term, successful business and one that’s short-lived. Market to the type of client you think will help your business long-term. You can certainly “sell” to those you do business with now (and do whatever a client may ask of you), but marketing is a proactive effort – so spend your effort (and your money) on where you see your business going, not on where it is today.

Budget for where you want to go, not for where you are today.

Now this one is easier said than done, but if you have planned correctly as we stated above, then you should have the confidence to spend the money you need to to move the ball forward. I don’t mean spending large sums of money as if you are where you expect to be 10 years from now, but spend to get yourself further down the path. Times are tough, I know first hand, but now is when you can “out-skate” your competition if you know (and are confident) which direction to go.

Speak to where you want to go, not to where you are today.

In your language (both written and verbal) speak like you want your business to be – not necessarily like it is today. Start setting the groundwork now. You will find that people will instinctively pick up on what you are say about yourself – and sharing the message of where you are going will allow those around you to help get you there faster.

Much like hockey, being good at business is about thinking two steps ahead and being at the right place at the right time. Allow your marketing efforts to help you get there. And much like hockey, everyone needs a coach (even the great Wayne Gretzky), so if we can help you in any way – just give us a ring.

Many businesses combine the function of Marketing & Sales. In some cases one team facilitates both needs and in other cases one person oversees both functions. In any case, it usually doesn’t work! Sales and marketing are two completely different business functions – admittedly there should be a close collaboration between the two, but still separate. If you are looking for a short definition, marketing activities feed sales efforts and support the long term vision of the company.

• Marketing is the understanding of how your service/product is unique – who the buying audience is that needs your service/product and how that target audience prefers be to be communicated to.
• Sales is understanding the potential client’s true needs, specific points of pain and how to remove any hurdles that may prevent them from buying your service/product.

To be truly effective, you must assemble your team with the right people & process in each of these business functions. Both groups need to consist of people that understand the value of what your company sells, how that value impacts the consumers you are selling it to, and how the competition stands up to your service/product.

Your marketing team needs to understand how to best communicate your Unique Selling Proposition to the target audience. This may at times require using multiple channels to communicate to multiple audience segments. The people in your marketing department need to understand the effectiveness of each communication tactic and what the expected Return On Investment is. This team needs to be able to create the communication tools which may require copy writing, graphic design, email marketing, direct mail, website development, Internet marketing, search engine optimization, pay per click, video production and much more. Your marketing team needs to know how to measure the effectiveness of implemented tactics and communicate this information to the decision makers.

An effective marketing department requires much more than just creating pretty pictures! We commonly dissect the functions of a marketing department into three categories: strategy, management & execution. Every marketing activity, not matter how big or small needs to these three elements to be effective. To do so requires a lot of experience, resources and knowledge. If you can’t afford to have all these resources, perhaps you should consider an Outsourced Marketing Department – provides all the resources, experience and skill set of an entire Marketing Department, for less than the cost of one marketing employee.

Sales – we’ll, sales sells! Sales removes obstacles and provides trust. Short and simple – I am a marketing guy after all!

You can’t afford to ignore the needs of needs marketing or sales. You can’t afford to have one resource serving both functions. Sales and marketing. Marketing and sales. Each needs the other. Each must reinforce the other.

If you think you can’t afford all the needed resources of a marketing department – use an Outsourced Marketing Department.

Even though your focus is to find a resource for one of the above roles, honestly a business’s overall marketing needs cross over into all three areas: strategy, management and execution. But most companies are hard pressed to make that kind of investment on full-time in-house employees

If you are looking to hire a new full-time marketing resource, then more than likely you have defined a list of needs you hope that an individual can fulfill for you and your business. If you are looking for a director-level role you probably need help with your overall strategy, if you are looking for a manager-level role you need help with getting the initiatives done on time and on budget and if you are looking for a designer, coordinator, or assistant-level role, you need someone to help you execute.

Even though your focus is to find a resource for one of the above roles, honestly a business’s overall marketing needs cross over into all three areas: strategy, management and execution. But most companies are hard pressed to make that kind of investment on full-time in-house employees