Text Box: Ironically, one of CPM’s truly critical issues can be discussed very briefly. We use the following term often: consistent, effective marketing. It’s the right goal, but it isn’t easy, partly because it represents classic change, and partly because effective marketing clearly takes more planning and diligent execution than most people are willing to invest — otherwise everyone would be marketing brilliantly. So the business leader must commit to the change that is necessary. In some cases, the change must begin "within," with an admission that marketing has not received the right kind of focus and follow-through. Next is enforcing discipline on the organization. Two likely phases are involved, perhaps three: - Initial attention and focus. There are new things to learn; there may be some grunt work related to preparing data; there may be a need to engage prospects or customers at a new level to secure information or to enhance satisfaction. People tend to resist change. That resistance must be overcome. - Implementation and execution: The new marketing programs will have execution requirements that may be as simple as remembering to do something every day, but may be more complicated: entering certain data, categorizing it for action, taking that action. Some will resist. That resistance must be overcome. - Maintaining the momentum. Even if initial buy-in is achieved and the programs are underway, there's a tendency for old habits to creep back in, and soon new programs are on the scrap heap. It's the leader's job to assure continuing disciplined effort, until the programs are so thoroughly ingrained that there's no chance of backsliding. Text Box: Tough Times Can Help Buy-In When times are good and business is flowing easily, it's relatively hard to achieve buy-in to new programs that appear to involve hassle or extra work. An "advantage" to difficult economic times is that every thinking employee knows that steps must be taken to assure the survival and eventual growth of the company. That awareness can be levered into buy-in for new programs; and those who resist are giving a strong clue that they may not be your kind of people.

Discipline