New way to Market for Manufacturing

Written By: Bruce McDuffee-Founder and Executive Director of Manufacturing Marketing Institute (MMI)

Chapter 18 Overview

Access the Current Situation

This current situation is not the same as the current situation we spoke about in Chapter 7: The Marketing Plan. In this exercise, you are evaluating the current situation in the context of implementing your pilot program or your complete new way strategy. There are three areas of assessment you should undertake as you being to execute your new way tactics:

  • Content Assessment
  • Sales Relationship Assessment
  • Product Relationship Assessment

Content Assessment

The purpose of the content assessment is to prepare the actual media for use in accordance with your audience-facing mission statement (AFMS). The first step is to evaluate the current state of your existing content. It takes much less time, energy, and money to repurpose content as compared to creating brand-new content. Always keep in mind that if a piece of content (whether existing, repurposed, or proposed) does not support the AFMS, it should not be used. Types of content may include any mixture of these items:

  • Papers
  • Technical Notes
  • Application Notes
  • EBooks
  • Info graphics
  • Webinars
  • Seminars
  • Videos
  • Podcasts

Sales Relationship Assessment

Another area to evaluate as you assess your organization’s readiness for the new way is the status of the relationship between the marketing and sales teams and the associated leadership. Do the sales and marketing leadership collaborate or do they work in separate silos? If the culture is such that they work in separate silos, it might be difficult to get the sales team involved.

Product Team Relationship Assessment

In many manufacturing companies, the product group run the show and wields heavy influence.  As a marketer, you may even report to the product manager. If your hierarchy is such that your leadership is embedded in the product group, your challenge will difficult. Go back to part 3 and proceed with the pilot program. Even the most ardent product culture perceives itself as creative and innovative. It would be hard for your product manager to deny your initiative in demonstrating innovation and creativity without appearing hypocritical.