What can I ask of Marketing in the form of results? For each company it will be different, but without a doubt, whatever it is, it must have an impact on the company's business and the client.
Professionalizing the way you interact (Marketing) as a differentiating and appreciated element in your market is another way to seek profitability. In essence, it is the same as investing in a machine or a new addition, but very different in the way it is applied, the time of impact and also in the future sustainability of the results.
Achieving sustainable marketing results depends on several factors, but one is especially important: accepting and learning from desert journeys.
Marketing is about relationships, people, investment, emotions, etc. Therefore, it is not mathematics and it has a very important component of determination and perseverance to achieve the result. This process, until that customer experience takes hold, is, in our opinion, what differentiates some companies from others. Patience and perseverance, and above all, the curiosity and energy to try new things with a customer focus and closely linked to sales, are key on the path to sustainable results.
In our experience, all companies that have generated sustainable business results over time through Marketing (and sales) have something in common: the determined and enthusiastic look of their top management or owners when talking about their path and why.
This has nothing to do with ostentation or prominence or with the idea of manipulation that has always been associated with bad marketing. We have met entrepreneurs and projects that, from humility and determination, have managed to build excellent examples of relationships, empathy and trust for... everyone; themselves, their employees, their clients and even society. Many times without even calling it marketing, but understanding that the value of building relationships requires investment and patience. In addition, they have all understood the path and their journey through the desert as the formula for not being easily imitated and building something real and authentic, not smoke.
Short-term results in B2B or B2C marketing are relatively easy to achieve. A large one-time investment with a great strategy at a good time may be enough... in the short term! to generate traction. But it probably won't be enough to generate a connection and an expectation based on facts over time. It won't make a difference in a market (business) and it will be easily imitable by another who invests (even copying you) more than you.
