A man is flying in a hot air balloon and realizes he is lost. He reduces height and spots a man down below. He lowers the balloon further and shouts: “Excuse me, can you tell me where I am?”
The man below says: “Yes, you’re in a hot air balloon, hovering 30 feet above this field.”
“You must be an engineer” says the balloonist.
“I am” replies the man. “How did you know?”
“Well,” says the balloonist, “everything you have told me is technically correct, but it’s no use to anyone.”
The man below says “you must be in management.”
“I am” replies the balloonist, “but how did you know?”
“Well,” says the man, “you don’t know where you are, or where you’re going, but you expect me to be able to help. You’re in the same position you were before we met, but now it’s my fault.”
Does this joke strike a nerve? Which role characterizes you as a small business owner or non-profit leader?
And does it occur to you that if the two worked together, the end result might be more positive?
This is a 2 part post about 1. the lack of success for SMBs and NPOs in understanding marketing and 2. technology tools for better collaboration and productivity for better results.
I have tried to explain marketing to many small business owners and non-profit organizations in my presentations and work with clients. What I have come to realize is that a lack of time and understanding for marketing for SMBs and NPOs is in the denial in that it simply must be a collaborative effort.
While you can silo out accounting, maintenance, IT, stock, and other non-customer oriented tasks, the remaining roles of owner, management, marketing, sales, advertising, customer service and any other roles that “touch” a customer must work together to be the most effective and deliver the most positive ROI.
Why can’t you just delegate every role and let them be their individual success story?
- Salespeople need to understand the goals of marketing and owner/management to understand and follow the mission.
- Owner/Management must listen to the needs of sales to optimize customer satisfaction.
- Marketing needs the feedback of sales and management to determine marketing effectiveness.
- Sales needs to constantly convey customer feedback to owner/management and marketing to provide aesthetic ROI measures.
- Owner/Management needs to provide product and sales input to marketing for consistency in messaging both on the floor and in marketing.
In other words, silo-ing will always lead to failure of some kind.
So what can you do to improve your success rate?
As for any small business or organization, lack of time is always the primary factor that inhibits productivity and growth. Therefore, I have 3 suggestions for using modern technology to make it all easier in the 2nd part of this post…
YES you CAN do it! You learned how to use your computer, this is just as important!
Use the tools that are available to help your business or organization stop being silo-ed from each other… There are so many free apps and tools, there is no excuse. And you can get someone to set it all up for you, but you must learn how to USE them if you expect others to follow suit and get tangible results.
See my next post for the suggestions…