What aspect of the execution logic for your marketing do you find missing or not working?

1. Good marketing brings an attractive value proposition to those potential customers most likely to buy.
2. However, attractive value propositions will fail to produce sales unless supported by market coverage—getting an attractive and consistent value proposition to potential buyers.
3. Effective market coverage requires the rapid and synchronized communication of an attractive, consistent value proposition across multiple markets, communication channels, and collateral formats.
4. Three factors most often undermine effective market coverage: 1) Inability to determine the best communications vehicles; 2) Complex value proposition that potential advocates cannot repeat with clarity or credibility; 3) Redundant, manual procedures associated with the skill-, time-, and cost-intensive specification, production, and sourcing of marcom collateral across global markets, multiple channels, and various collateral formats.
5. Shared best practices for determining the best mix of marketing communications, defining attractive value propositions by chosen market, and strategic sourcing with the marcom supply chain maximize market coverage, speed to market consistent brand-marketing messages and reduce overall labor content and costs of marketing communications.
6. A firm will maximize its return on marketing investments (ROMI) with the development of a community of best-practice sharing among peer practitioners in its marketing operations—a proven and effective way of maximizing market coverage, reducing overall labor content and costs, and redeploying cost savings into expanded market coverage.

To succeed in the Era of Trust Networks, how do you need to think differently about best-practice sharing and marcom supply chain management?