<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=262721675103356&amp;ev=PageView&amp;noscript=1">
Skip to the main content.
logo-ICX

1 min read

Marketing, DO NOT touch

1 min read

Marketing, DO NOT touch

At this time it is undeniable that one of the industries that has suffered the most is tourism. I would like to highlight the contributions made by two of the most respected tourism entrepreneurs in our country, Mario Mikowski and Daniel Küng, who spoke of their experiences in past financial crises. Here are some considerations from my experience to support that idea.

 

Speaking of my experience, I worked for over 12 years in some of the best hotels in the country, then life led me to become the Executive Director of the Commercial Communication Companies in Costa Rica, and today I am a Senior Consultant in Customer Experience for Imagineer, from where I can contribute with some supporting arguments.

Lienzos-modelo-de-negocio-1

GET CANVAS

Marketing should be the last area to be cut, in fact cutting it would mean the premature closure of the company. To reach this assessment we must change the concepts that we handle, it is true that we usually say that Marketing is an investment and not an expense, but in my experience I can say that the vast majority of managers do not consider it that way; Since there is a bad internal communication and a bad handling of concepts, normally marketing is seen as communication actions. Under this preconception it is clear that marketing is seen as an expense. In addition, there is usually a divorce between marketing and sales, where marketing does not communicate to sales what it does and sales does not tell marketing if the demand it generates is not being adequate.

This leads me to the following approach. Marketing should be seen as the demand or leads generator and this means that the efforts you make must generate the quality of leads that Sales can turn into consumers.  To get this we must see Marketing and Sales as "Smarketing" or the department of Revenue. Both are departments that make the cash register ring, which means that both departments must work as one, with a common goal and language, and defining the Buyer Persona, the MQL, SQL, and KPI's to indicate the achievement of the objectives.

It is clear that at this point of Covid-19 the immediate demand is affected, so it will require work to generate leads for the following months of the year and to ensure the continuity of the company.

Consultoría-Inbound-gratis-2

GET CONSULTING

Content added to ICX Folder
Default Save Save Article Quit Article

Save for later

Print-Icon Default Print-Icon Hover

Print

Subscribe-Icon Default Subscribe-Icon Hover

Subscribe

Start-Icon Default Start-Icon Hover

Start here

Suggested Insights For You

Dispense with digital marketing, the worst mistake of a company

Dispense with digital marketing, the worst mistake of a company

Not a long time from now, I had the chance of knowing a Hotel owner in the north side of the country. The hotel she owned had no visitors in the last...

Build your B2B buyer persona properly

Build your B2B buyer persona properly

Understanding your B2B buyer persona always has to be the main element in your marketingstrategy, and knowing them thoroughly is very important...

Brand Awareness: making your brand memorable.

Brand Awareness: making your brand memorable.

Probably if I ask you to think of a sporting goods brand, the answer is Nike, this is thanks to brand awareness, this is when consumers can recognize...

ICX SUBSCRIPTION

Come and be part of the latest specific insights provided by our experts

What’s next?

ARE YOU READY?