The Stack!

It’s OK we’ve solved it... you can relax now.

"Once you see it, you will get it and once you get it , you will love it!"

For too long (in our view) the marketing industry has been allowed to present itself as a "black box", an academic discipline or a creative "love-in".

It has relied on creating a sense of mystique around an intangible and apparently inaccessible value in "creative" or in the case of the academics, in an agenda which is seemingly diametrically opposed to the needs, wants and timeframes of the business.

In many organisations the marketing department has, perhaps unfairly, been presented as an "allocation", a central admin function or a necessary "overhead".

Either way, the net result is "marketing" in whatever guise, becomes an adjunct to the business rather than a facilitator of the sales and marketing process.

The current climate has both allowed and driven companies across the board to re-examine exactly what they have wanted from their investment in any form of Marketing and whether or not it has actually ever delivered.

It's little wonder then that many larger organisations have cut back dramatically. For many, reductions in internal staff numbers has meant fewer experienced heads left in the business and a reliance on more junior staff to execute. Externally, agencies that have profited well and for many years from their client’s previous "complexity" are having to re-think their propositions and routes to market.

Over time, the objectives of the business and "marketing" (in every guise) have grown a very long way apart; to a stage where actually it is almost commonly accepted that the two are now almost mutually exclusive.

Thank goodness we didn’t start from the same perspective when we constructed our execution model, The Stack.

For our clients it’s always only been about execution of the strategy.

They never really wanted to start with "which media" or "how many events", or "whether they should use an integrated communications solution"; all of which is a shame for the "industry" because that's exactly what it has relied and built itself upon.

For our clients, it was always about enabling the business to deliver against its strategic objectives - full stop.

And that’s exactly what our execution model helps them do.

That means aiding the business to ensure that it's approach is first feasible for the market, then that it is differentiated, competitive, relevant and current enough to succeed.

Only then it is about putting the sales people in the best possible position to be able use a combination of their skills and that approach to... sell, over and over and over again.

The problem is that for most organisations this is common sense and what gets in the way of them being able to "do" common sense... is the black box, the academic discipline, the creative love-in and the internal allocation.

Our execution model – The Stack – enables our clients to cut through the red tape and execute predictably time and time again. It works. It reduces risk and increases success. What's more, it is applauded by the business, the marketing AND the sales function. In fact the sales function actually becomes a proactive advocate of it.

Perhaps just as importantly, we won’t be entering it in any "marketing awards". We're not really fussed about whether it wins "campaign of the year". Instead, we have asked our clients and their peers and people whose opinions they value, to help us assess and model our approach to ensure it meets the needs of the people it is designed to serve... That includes their industry analysts and significant business schools and consultancies, they recognise.

Today, our execution model, is enabling businesses of all types and sizes to reduce their spend and increase their success. It is allowing them to reduce the risk and increase the success of launching new products and opening new markets and it is enabling them to do it efficiently and rapidly.

It works and it is working today.

Shouldn't you be keen to learn more?

We can explain exactly how it works, face to face in about 10 minutes, using our Big Picture. If you're anything like any of our clients, it could save you a great deal of money and net you some stunning successes.

If you'd like us to come and talk you through it, then contact Owen Ashby on 01525 288828.

There'll be no fancy pitch or tricky closes. Once you see it, you will get it and once you get it you will love it.

If not, good luck with the old "black box... academic discipline... creative love in... again this year!"

Think Smart!


Contact Think Smart Marketing.