Coatings World - July 2011

head; and
• A determination if the company has
the right person heading up this crit-
ical marketing role.

Too often upper management has limited the breadth of the marketing person’s role while concurrently, pressing him/her to achieve extraordinary growth with more effective sales and marketing efforts, creating internal frustration at both levels in the process. This frustration has caused a turnover rate considerably higher at the top marketers’ spot versus C-suit peers.

The responsibility of the Chief Mar-
keting Officer’s (CMO) broadening efforts
must include:
• Leading change efforts across the
whole corporation.

• Becoming more active in shaping the company’s public profile.

• Assisting in managing the complexity.

• Building new capabilities within the marketing department.

The corollary to the “musts” listed
above for the CMO is the capabilities of
the CMO him or herself:
• Is he/she the right person for the job.

Push versus pull
The days of “push” marketing as a
dominate model are rapidly coming to
an end. It is being replaced by “pull”
marketing techniques augmented by the
internet. People are researching before
they buy. Automobiles, trucks, farm
equipment, electronics, vacations, in-
surance and clothes are a few prod-
ucts/services that are researched heavily
before buying. Research leverages a
more informed and intelligent buyer
who knows what they want and where
to get it most efficiently. This “new
buyer” is “pulling” items through the
market rather than, in the not-so-old-
days, allowing themselves to being
“pushed” into a buy situation.

Successful Strategies for Decision-Makers

CHEMARK

THE
CHEMARK

CONSULTING GROUP

Core Competencies
Value Implications for CLIENTS
• Value Systems Analysis
• Customer Relationship
Management
• Market Integrity Assessment
• Position, Growth,
Competitive, Image Analysis
• New Business Development
• Market Research
• Strategy Business Assessment
& Planning

230 N.Bennett St., Ste. 3 • Southern Pines, NC 28387
910-692-2492 • E-mail: phillips@chemarkconsulting.net
Web Site: chemarkconsulting.net
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Chemark Consulting Group is
a 30-year-old management
consulting firm that
concentrates on tactical &
strategic activities surrounding
all industries pertaining to coat-
ings, adhesives, sealants,
resins, polymers and additives.
Since 1975, its global clients
include product formulators,
raw materials and application
equipment suppliers and
end-users.