Fundamentals
Text Box: Acme Furniture: Client Path Stages Quality Stranger—Acquaintance—Cool Prospect—Hot Prospect— Lapsed Prospect—New Customer—Steady Customer— Lapsed Customer—Advocate Text Box: Client Path Marketing Core Fundaments: - Marketing’s universal objective is the successful conversion of Strangers into Loyalist/Advocates. The importance of loyalty is the most important single truth on which CPM is built. - The process involves multiple stages, and each stage has important execution requirements. - These stages should be viewed as manageable; we can do much to improve the odds of successful navigation. - Each company must carefully define its own Client Path stages. - Every company has weaknesses in its Client Path execution; sometimes misplaced priorities sometimes inadequate tools and execution. - Digital technology, properly channeled delivers the tools, and is affordable by organizations of every size. - Launching a new marketing initiative requires the leader’s sincere commitment to change, including adequate time, energy, resources, and budget. Text Box: - Long-term success requires common-sense analysis, project prioritization, and disciplined execution of carefully planned programs. - Client Path Marketing requires disciplined management of contact data. Good data requires hard work. - Marketing programs should be available on-demand, ready for immediate roll-out as opposed to lengthy creation/execution cycles.