letter from the president    

January, 2002

Last year was a challenging one for all of us – difficult economic conditions, the aftermath of September 11^th, layoffs and budget reductions.  In this New Year, our focus must be on reassessing priorities and on the primary task of business renewal.  The challenge at hand is to hit the ground running in 2002 while at the same time balancing the shifting priorities demanded by the economy.  Here is what I believe we as business people must consider going forward:

 n       Doing More with Less – the pressure for revenue generation is high. Leveraging existing programs and tightly integrating efforts across the sales and marketing functions will be even more important.

 n       Evaluating Opportunities –What specific programs or campaigns worked best last year and how can they be re-leveraged in the first half of this year? What new options or approaches should be invested in this year? 

 n       Refining Tools and Tactics – Making sure that the tools available to the marketing and sales teams are fully utilized - are there new ways to look at these resources that haven’t been done before? 

 n       Tying business value and relationship building together – communication with customers must be extremely purposeful.   Refining value propositions and understanding customer needs - then making sure all customer-facing employees are crystal clear on messaging will go far in building relationships based on value.

Even with the cost cutting that is occurring all around us – we also know that with reduced marketing comes reduced sales.  As the market starts improving, you need to be ready!  We’re here to help you be ready in time to benefit from the turnaround when it happens.

Regards,

Lisa

Lisa Dennis
President, Knowledgence Associates

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