…but then again, you might. 2010 planning with N+A clients has led to some interesting conversations about why marketing isn’t a cure-all for increased business.

The discussions have produced good examples of why organizations need a comprehensive business strategy that integrates marketing, sales, finance and operations, as well as trained, motivated employees and leaders who understand their role. These are some of the issues that are coming up, and for which N+A is developing strategies and tactical plans:

• In order to have a presence (i.e., expanding into a new geographic or vertical market) you need to actually be present. You need to show up. Sometimes this can be done with a physical presence (sales calls, trade shows, networking) and sometimes it can be done with marketing (print, direct mail, web/social media). If you’re not willing to put effort and budget behind an expansion, take it off your list of goals for the year.
• “If you build it they will come,” is a lie. It sounds great in the movies, but it’s a sure-fail approach for businesses. First, the business idea needs to be solidly founded on a marketplace need. Then, it needs to be well executed operationally. Strategically-developed and professional-appearing marketing communications are critical.
• CRM, client relationship management, is a fancy name for networking. Experts in the CRM field may bristle at that, but regardless of what sophisticated tracking systems are used to manage and measure CRM, the most important part is to just do it: calls, emails, meetings, letters, events—don’t ignore your customers and those in your sphere of influence. Have a structured CRM plan and follow through.
• Servant leaders often allow everyone else’s wants and needs to take precedence over their own, which can only continue for a short time before bad things happen. Leaders must acknowledge their own needs, and rather than fight them, feed them in appropriate ways.
• Great marketing and sales cannot compensate for poor customer service or accounting. Get your operations in order—it’s a back-to-basics necessity.
• Social media is not for everyone. Before your organization decides to use facebook, twitter, LinkedIn or YouTube, develop a strategy with goals and metrics defined, and make sure you have appropriately trained staff with sufficient time and authority to maintain it.
• A bad website may be worse than no website. And a good website is a critical tool. If your organization’s website is built on outdated technology or poor programming, features stale content, or is feebly designed, consider putting up an “under construction” page (unless you sell online) and make a web upgrade a priority for 2010.

Are you overlooking an important aspect of your organization’s success next year? If these are not on your list, maybe they should be. What New Year’s Resolutions might benefit your business?