why strategic marketing matters
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© Market2win Ltd
By Edmund Bradford, Director, Market2win Limited
September 2009
OR
How great sales departments can ruin you fast!
© Market2win Ltd
2006: A Good Year for Bear Stearns
Helping organizations win the marketing war 2
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James E. Cayne, Chairman & CEO, Bear SternsPage 3, 2006 Annual Report
“Fifth consecutive year of record net income”
Helping organizations win the marketing war slide 3
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But there is an even better sales force out there!
Helping organizations win the marketing war slide 4
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2006: What a great year!
5Helping organizations win the marketing war
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...and on the same day, HBOS reports strong sales growth
Helping organizations win the marketing war slide 6
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2007: Still looking good
Helping organizations win the marketing war 7
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Another record sales year for Lehman Brothers!
Helping organizations win the marketing war 8
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But by September 2008 the party is over
9Helping organizations win the marketing war
After 158 years of trading, Lehman Brothers is bust
After 85 years of trading, Bear Sterns is sold to JP Morgan for $10 per share
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August 5, 2009: The HBOS hangover continues
Helping organizations win the marketing war 10
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Didn’t they die fast!
11Helping organizations win the marketing war
Marketing Effectiveness
Sales Effectiveness
Low
Low
High
High
Thrive
Die Slowly
Survive
Die Quickly
Source: based on Prof. Malcolm McDonald’sThe Marketing Audit, page 12, 1991
•Lehman Brothers
•RBS•Northern Rock•Bradford & Bingley
•Bear Stearns•HBOS
•Equitable Life
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The moral of the story
12Helping organizations win the marketing war
If you have not done your marketing first, great sales functions can ruin you fast.
© Market2win Ltd
www.market2win.comMarket2win Ltd, Minerva Mill, Station Road, Alcester, Warwickshire, B49 5ET
United Kingdom
enquiries@market2win.com
Helping organizations win the marketing war
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