WHY MARKETING IS AN INVESTMENT, NOT AN EXPENSE:
In an era where client loyalty is more difficult to sustain than ever before, new business initiatives must take priority. Service organizations especially sell their ability to craft competitive, result oriented strategies to manage clients' brands and build their businesses. Within this, such organizations sell innovation and customization. Today, the companies that continually create new specialized services for their clients will be the post recession winners of this decade.
While client retention and growth are critical, it is new business and the incremental cash streams it creates that will allow companies to continue to grow their services, gain intellectual capital in new categories and expand their engagements with a larger variety of corporate cultures. In doing so, companies will be able to expand their resource to current and future clients, as well as, build tools to outflank competition.