Mind The Gap
The task of providing opportunities to sell often falls to the Marketing team, ideally led by a Chief Marketing Officer (CMO) who is senior and has the ears of the C-Suite. More often than not, marketers are on an island by themselves—misunderstood, underappreciated, and undervalued. And they’re the first to get hung out to dry when things don’t go as planned.
Marketers face three main challenges in completing that task:
About Dave Cliche
Dave is TMD’s President & CEO of TMD (The Marketing Department). A graduate of Royal Roads Military College, the University of Guelph, and Humber College’s post-graduate Communications and Public Relations Program, Dave has over 20 years of experience developing and delivering strategic marketing solutions locally, nationally and internationally.
Throughout his career, Dave has had hands-on experience with practical client-side leadership, brand stewardship, business development and marketing strategy, giving him an understanding of the marketing industry that few can boast. He led GlobalInteractive Marketing and Marketing Operations for Aon Worldwide and was responsible for redesigning 135 global websites in 120 countries in 9 languages.
Subsequently, he reorganized the Canadian business division for Aon’s large global portfolio, which continues to support the business’ national Healthcare Practice Group. Dave has also worked with other notable brands, such as Microsoft, Nike, Manchester United, Canadian Physiotherapy Association, SickKids Foundation, Canadian Tire, IKEA and TIFF.
Key highlights from the book
Marketing is about selling. Plain and simple. Otherwise, there’s no good reason to do it. Marketing without the aim of directly contributing to revenue isn’t worth the time, resources, or budget.