Should You Hire an “Accidental Marketer” to Manage Your Product or Service? 3 of 3

In Parts 1 and 2 of this series, we discussed how Accidental Marketers – people who find themselves in a marketing role without a marketing background – are using fresh insights and powerful tools to get great results. In Part 3, we discuss another advantage that Accidental Marketers can bring to an organization: skills in aligning agreement on marketing strategies from cross-functional team members

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Should You Hire an “Accidental Marketer” to Manage Your Product or Service? 2 of 3

In Part 1 of this series, we discussed how Accidental Marketers – people who find themselves in a marketing role without a marketing background – may have a unique viewpoint in uncovering customer needs. In Part 2, we show how a company-wide, disciplined marketing approach can help Accidental Marketers turn fresh insights in to powerful strategies.

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Should You Hire an “Accidental Marketer” to Manage Your Product or Service? 1 of 3

The American Super Bowl is over. World Cup is right around the corner, as is baseball’s spring training. All over the world, sports teams are in pre-season preparation mode, and face a familiar dilemma: do they build their team to fulfill a very specific need, or do they acquire the best talent available and “make it work”?

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CVS bets on the Magnetic Effect of Focus: 3 of 3

In Parts 1 and 2 of this 3 part series, we discussed how CVS’ decision to stop selling cigarettes models bold targeting and innovation to differentiate — two of the ten principles behind some of the business world’s greatest marketing successes. In Part 3, we discuss how CVS strategy models a third world-class marketing principle, believable positioning.

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CVS bets on the Magnetic Effect of Focus: 1 of 3

To paraphrase a famous saying of Michael Porter, “the essence of strategy is as much about what you will not do as it is about what you will do.” Say this to a room full of business people, as we often do during our marketing strategy workshops, and you’ll see lots of heads nodding in agreement. But the actual practice of a business making a stark choice that risks leaving even one dollar on the table is rare indeed.

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