I was speaking with a distributor last week regarding the opportunity to speak to their salespeople, and probably suppliers, at their upcoming Field Marketing Summit. Their desired topic is “How marketing can help / The role of marketing“.
Our conversation evolved into learning more about the company, into what marketing is for this company, what the department does and what it could/should do. In listening to the marketing manager, it became obvious that the do not develop a marketing strategy at the beginning of the year. She asked “why should we?”
As the continued talking I explained to her the benefits of planning, scheduling, providing direction, communicating to manufacturers and salespeople and the reality that, if 80% of activities are planned and are being executed upon based upon a calendar, it is easier to develop ad hoc initiatives with the other 20% of the time. Additionally, presenting to suppliers in the beginning of the year provides the opportunity to 1) impress manufacturers that you have a strategy and 2) solicit their support (and MDF funds).
She responded that they have conducted an incentive trip for three years and have collected over $100,000 in additional funding from their manufacturers. But they are not running the program next year. I then asked, “what is your strategy for driving business for next year?” and “what are you planning to present to your manufacturers to enable them to continue to invest in you so that you can mutually generate incremental business and you can continue to receive these MDF funds?” Do you want to guess the answer?
Do you develop an annual marketing plan to share with manufacturers? Why? And if you are a manufacturer, what is the benefit to you of a distributor doing this?
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