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Smart marketing nurtures existing customer relationships and paves the way for new ones. It creates demand, preference and loyalty. As marketers, we sometimes overcomplicate the process. We can forget to sell the tangible and intangible merits to our own management or clients, and even to ourselves. Nothing happens until something sells. And very little selling goes on without marketing. Here's how to put marketing first:

• Position the company clearly. What do you want to stand for and why?
• Bring in your marketing team long before the engineers, product managers or financiers complete product specs!
• Get marketing and sales to talk to each other
• Ask your customers what they want and what they think
• Pull together the best information and ideas. And get into action.

Whatever role you play in your business, if you're responsible for its success, make sure to place the right emphasis on marketing. Then, back it up with budget, resources and staff. You’ll see a return on your marketing investment in meeting, and even exceeding your objectives creatively, efficiently and cost effectively.

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