As promised, we are sharing the results of the survey we conducted at the end of 2002. Hopefully, it will inspire you to revisit your own resolutions and make them happen.
Let us know how you do!
Your top rated resolution (31% of the votes) for 2003 is to engage in a dialogue with your customers to ensure your products and services address their needs.
Close behind in second place (25%) is defining clear, value-based, differentiating positioning and messaging and use them consistently throughout your marketing communications.
Third and a bit at a distance (13%) is establishing a process that allows product management to have complete visibility and control over product development.
I see a clear line connecting these top three resolutions. As the technology boom has gone bust, many of us feel the need to better connect with our customers and ensure we deliver value rather than technology and hype. These are admirable resolutions. We look forward to continue the conversation
around these topics and hear how you go about accomplishing these goals as the year goes by.
Many of you expressed a desire to vote for more than one
resolution and pointed to the merits of additional items on the list. I can identify with the sentiment, since I had hard time casting my own vote... To be honest, I was surprised that nobody voted for measuring the results of every marketing activity and dollar spent and use these results to
choose how I spend my budget moving forward. Maybe it’s because you all do it already?? I hope so!