Targeting segments of buyers has always been the focus of marketing efforts, regardless of product or industry. But customers don't buy as segments.
There are disconnects between marketing and sales. Organizations today need to invest in marketing the same way they once invested in sales.
Whether you’re in input supply, food processing or something in between, the changes in what’s demanded by your market are fast-paced. Rapid-fire changes in technology, consumer demands, and new target demographics require long-term and strategic thinking.
For better or worse, marketing and sales efforts affect not only the profitability of a firm but also the firm’s liquidity, or its ability to meet short-term financial obligations.
You make business decisions every single day. Every once in a while, a decision comes along with the potential to be a game changer for your organization.
In the past, we took the characteristics that made salespeople (or ourselves) successful over the last 20 years and looked for those traits in potential hires. What do we do when the world is more complex?
When it comes to developing a talent-management process for any organization, simplicity and practicality are the name of the game. That mantra holds true even in the firms that make up an ever-evolving and complex agri-food system.
The agri-food system is changing and your organization is no doubt working through the ways to cultivate competitive advantage in an industry that’s moving at warp speed. But disruption and chaos in the marketplace isn’t necessarily always a bad thing.