The Marketing Boutique

When wrong people lead a company or a department, what do you think happens?

I write this post after a six-month contract with a client who had internal management programs. This isn’t a post about blaming a company rather it is to help your company create a decent place to work so that sales and marketing managers will join your company and stay long enough to make an impact.

We have a marketing communications problem. There are too many people who are in the wrong place in their professional lives. This is affecting your daily life, your business, your finances and not in a good way!

Promoting Loyalty OVER Expertise

Here is a story, I’m sure you can relate to or perhaps even experienced.

Bill (fictional name) has a computer engineering degree. About five years ago Tech Company Z, a software company hired Bill to be their Software Product Trainer. The Software Product Trainer is an onboarding touchpoint for new customers to adopt the software faster and use it properly.

Bill learns the software quickly and in less than one year, the company promotes Bill to be their Sales and Marketing Manager! Right now you should be scratching your head thinking, “huh?!”

This role oversees many facets of the company, such as:

  • Lead generation
  • Sales strategy & implementation
  • Integrated marketing and communications planning
  • Product pricing
  • Software demonstrations
  • Market development
  • Up-selling and cross-selling training

I think you get it. Outside of the customer support and product development, Bill has taken over the rest of the company. But that’s isn’t the problem, Bill was simply not prepared for this large role.

People leading with no expertise

Some companies believe that it is better to hire people with potential and sales and marketing will just come naturally. While other companies believe it is better to hire sales and marketing experts and they will learn the product. Whatever path you choose, what is successful is when there are proper training, guidance, mentorship and evaluation.

For these reasons, a pairing of one junior and one senior sale and marketing manager is generally equivalent to two senior managers and comes at less than 75% of the total cost. If your goal is maximum productivity for minimal expense, this junior/senior pair should be the fundamental molecule of your organization.

wrong people lead and delay fixing

It’s great when a company promotes internally. You see this with startups and small companies when they hire recent graduates and give them a chance to build their expertise.

What’s the problem with this, you’re wondering? Lots of time wasted and that’s money left on the table for the company! But wait, these employees are learning on the job! Unfortunately, what is really happening is missed sales opportunities, slow response to growing problems and the inability to be proactive. These issues affect the company’s bottom line, especially when they have the inability to read the competition correctly.

In my work now as a marketing consultant, I often see companies in a hurry to build a business, completely overlook or underestimate the resources needed to find the right people. Instead, they rush to hire in order to not stunt the growth and opportunity, failing to realize that hiring poorly could ultimately do just that.

What about you? Have you ever been with a company where the wrong person was the head of a department? I would love to hear from you, please comment below.

MMC Jewelry launched their new Spring and Summer Collection and needed to raise its brand image in the targeted location of South Florida as well as grow their online sales. The company sold the collection via an e-commerce platform and at the same time, the designer of MMC Jewelry wanted to expand into retail and spa locations in Florida. Read More

Can anyone define the creative process when it comes to copywriting for a business blog, website, or newsletter? Does it take a specific environment, two people with opposing talents or a single vision that leads us to write compelling, topical content that will help to define a client’s brand?

Lately, there’s a lot talk about copywriting. It has become an essential element for a content marketing program.  But, can traditional heavy equipment or small B2B business make creativity as their core competency and can creativity help drive business performance?

The short answer is yes and no.

So Much Writing, So Little Time.

A good blogging strategy includes the production of lots of content or chances you’re site will get buried in search results. Only by the fact that you need so much content to produce, creativity can be strained. In the end, good content is essential for a successful blogging strategy implementation.

You may want to consider outsourcing your content, from blog posts, newsletters and press releases as these will support your website and brand. Outsourcing your content marketing will also help to develop an environment that allows for creative thinking, present a different perspective from your content marketing agency which could not happen when you’re always in a time crunch. time

Is This Really My Content?

Small businesses and many niche players will undoubtedly benefit from outsourcing their content marketing program but are usually reluctant to even test anyone. Here’s what I provide, I’ll write the first blog post or press release at no charge. Then, if you like it and want to use the piece, I’ll send you an invoice!

Also, you should review the content writer’s portfolio. Even if the writer doesn’t have expertise in your industry,  what you’re looking for is style, research, originality and commitment to their craft. My suggestion is to go with the content writer who has lots of writing expertise in many industries with the proven track record in time-management and creative writing, like our agency!

Good Content Writers Will Take The Time To Understand Your Business

I agree content should be written in a distinct voice. However, that distinct voice comes with time. Time to research your competition, interview you and key players, ask questions and yes, at times write stuff you’ll be scratching your head, thinking, what?

Without this process at the beginning of our relationship, you will get content that is bland. Be patient. Good content writers need time to understand your business. Here’s a tip, provide a sample writing piece you really like and explain to use what is it that turns you on about the voice you’re reading. We’ll work with you to get you the voice you want.

Outsourcing Content Marketing Is Cost-Effective

In 2014, Forbes concluded that outsourcing your content marketing is cost-effective. It went on to say outsourcing your content marketing is equal to outsourcing your development and customer service teams.

The point here is to stick with your expertise! Better to outsource your content marketing at a competitive cost when compared to having a dedicated in-house content writing team. This way, you also get the added SEO and creative writing experts who will craft engaging content across multiple channels. It’s a win-win for you!

Happy Marketing!


A brand strategy is necessary for all businesses.

Your product and service need to be solving a problem that is unique, different from the competition. True, it takes more work to develop a unique brand position especially with today’s complex business environment and digital world. It can be challenging to understand where to start when it comes to determining what will be your brand strategy.

The purpose of this post is to present a template for a brand strategy, which will be broken down into three manageable parts.  Read More