Currnt | Should B2B companies put the breaks on revenue generating programs during a re-brand?

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Should B2B companies put the breaks on revenue generating programs during a re-brand?

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https://www.linkedin.com/pulse/should-b2b-companies-put-breaks-revenue-generating-programs-phelan/?published=t

Marketing

Rebranding

Repositioning

B2B

B2B Marketing

B2B Sales

Michael Phelan
60 months ago

1 answer

Can they afford to halt revenue generation schemes? How long would such a rebranding exercise take? Smart rebranding should accommodate a revenue element in the process.

David Cottrell
60 months ago

Thx David, I do not think they can afford to halt revenue generating schemes, however, marketing often understands the work load to re-brand and they do not want to miss deliverables and get fired, re-brands often take 6-9 months, I like the idea of defining what revenue-generation program will continue or be supported during a re-brand, so it is not all or nothing - Michael 60 months ago

Michael Phelan I often ask young entrepreneurs what comes first, sales or marketing. They usually all go for marketing. I then ask them how much money they have in the bank account. - David 60 months ago

Good point David, I think both are needed, however, the needs of the CEO are not always aligned with either sales and marketing, when it comes to re-branding. - Michael 60 months ago

“Branding” is the result of marketing; and, the point of marketing is to make sales superfluous (Peter Drucker). When your marketing has failed to successfully satisfy the market, and your existing brand is insufficient to bridge the divide, this is when you most desperately need sales. - Kenneth 60 months ago

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