Field expedient marketing
I think a common understanding of how we envision Field Expedient Marketing is necessary. The purpose of Field Expedient Marketing, very simply, is to keep and acquire good customers, eliminate bad customers and improve or cut marginal customers. ‘m sure people will want to know how brand building and awareness fit into the picture. In my mind, and I reserve the right to change my mind, these things are simply by-products of keeping and acquiring good customers.
The function, then, of field expedient marketing is intentionally kept very simple because simplicity adds a level of clarity, measurability and purpose to our marketing efforts. The idea (keeping and acquiring good customers) also implies implication that decision rights between sales and marketing will be reframed with more accountability flowing to sales.
This point will be discussed later in this document.
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