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The Marketing Stack Can Earn You Business
By: Cindy Wendland
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We recently lost business from a customer because we stayed too narrow in our focus. We answered the RFP to their specifications. We gave them a speedy timeframe. They liked us — we thought! But we did not get the business. (In our minds we lost business even though we did not yet have it.) Applying the marketing stack to this customer might have helped us win the business. We hope you can learn from our mistake.

A blog on Portent, Inc. caught our attention with how they described the marketing stack. They said: Tactics < Strategy < Tactics. This didn’t make a lot of sense at first. They explained that if you want to deliver years of value to your clients, you need to start tactical and do the job you were hired for. Then, you need to think strategically. This means you need to think outside the job and find other strategic opportunities. Then you need to make tactical recommendations around those opportunities. Their findings show that they kept the client three times longer if they followed this method.

In the case of where we lost potential business, we kept our focus narrow. The company told us they chose someone who could offer them services in other areas as they grow. Our mistake was not explaining what else we could offer or how we might help them in future opportunities. We did not show huge value in other ways that made us more attractive. The company that won the bid thought tactical, then strategic, then over time will implement those other tactics. It’s a tangible way to over deliver, it helps get business, and apparently helps keeps business. Next time, we’ll apply the marketing stack and hope we earn the business.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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