The past is no longer the best predictor of future performance for marketers. The speed of change is just too great.

A good number of senior executives view marketing departments as "overhead"--primarily in place to support the sales department by generating leads and providing sales collateral.  Managing marketing efforts to support sales require a thorough understanding of process and procedure as well as knowledge of basic business principles, such as return on investment.  Unfortunately, most marketers have been educated primarily about developing a marketing strategy, building a brand, and creating fun advertising.

In reality marketers typically aren't process gurus.  While some may have the ability to drive process, most don't have the experience, time, skills, or inclination to make wholesale changes required to achieve the results required to have significant impact on the corporate or customer profitability desired by most CEOs.

At David Harkins Group, we have the expertise to help build the bridge between marketing expenses and organizational profitability.  We help clients create successful marketing departments that are accountable for delivering value to their organization not only by acquiring and maintaining customers, but by doing so in a way that is efficient, well-organized, and economical.

We know marketers rely heavily on tradition to guide future actions.  In our experience, the marketplace speed of change has degraded much of the value in continuing to manage marketing as it has been managed in the past.  We believe that the reevaluation and ongoing refinement of marketing operations is critical for improving effectiveness.