A report issued by the CIM at the end of 2011 advised companies to merge their sales and marketing functions. Otherwise, it claimed, they would risk damaging bottom line growth.
The report sparked some hot debate. Most people would agree that better integration and reduced conflict between sales and marketing departments would be a good thing. But merging the two into one? It’s a step too far.
Thank you, Lord Sugar, from marketing agencies all over the UK.
Three months ago when a client expressed an interest in mobile, the process usually began like this: planning to deliver insight, cross platform integration (especially for eCRM) and the formulation of a detailed creative brief.
It’s easy for an agency to moan
about how unfair the pitch process can be and how expensive it is. We would all
love the client to see it from the agency’s side of the fence- but how many
agencies truly see it from the client’s side? Darren, our head of online
recently presented to his fellow board members an article in Campaign which
discussed the problems with pitching and summarised the issues in a lovely way.
It talked about how client pitches are either puzzles or mysteries. A puzzle
implies that the client knows the answer and the framework and wants to see if
the agency can solve it. Whereas a mystery sets up the question with no
predefined answer or framework- can the agency find a
solution? Read more »
In this world of marketing buzz word bingo, words like ‘integration’ and ‘engagement’ are sadly in danger of becoming marketing clichés. Whether it’s our trade press, seminars or even just industry get togethers, everyone is talking about engagement. At TDA we position ourselves as an ‘engagement agency’. Read more »
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