Website Updates Survey

Is Your Website Up-To-Date? After looking at a lot of different websites in the aerospace world, we have come across many websites that are out-of-date. Sometimes its blatant, like a banner that invites the visitor to a show that happened six months previously or the...

A Balanced Example

I wrote in an earlier post about the need for balance between marketing and sales organizations. On that subject, I spoke to a friend who is the Vice President of Marketing for a major aerospace manufacturer to ask him about their structure. He told me that, in...

Flip Your Point of View – Nobody Buys Features

Early in my career, a then marketing guru told me that nobody buys a product or a service. They buy the feeling they get from using that product or service. What he was trying to say was that, when buying a car, its not about the car but the feeling the owner gets...

SWOT’s Up? Know Your Strengths and Weaknesses

I can’t overemphasize the importance of the Strengths, Weaknesses, Opportunities and Threats (SWOT) matrix. The SWOT must be completed before any brochure is written or sales presentation created as the key points to be made are all based on the SWOT. It’s usually...

Marketing Support for the Development Process

Marketing plays a vital role in the product or service development process. Marketing knows: Who else is making similar widgets; How to differentiate the planned widget from all other widgets; What the potential market is for the planned widget, and; What the price...

How Does Marketing Support Sales?

Good sales people will always be able to sell but, with good marketing support, they will be able to sell more. Think of bricklayers trying to build a wall. If they are standing in quicksand, they won’t be able to build a very high wall as they will sink when they try...