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April 2, 2009
The last two weeks have been hectic. Our sales year was coming to an end. There were frantic efforts to do the numbers, calls being made to our associates for payments, to tracking L/Cs, following up on production, planning for the new year, budgeting, deciding on promotional activities, working on P&L statements, revising them, strategizing, trying to find a fall guy for things that should have been done but couldn’t be, usurping credit for things that happened by default, juggling with words and numbers to say why some things were good when it wasn’t and why some were not so bad when it really was. It was one hell of a fortnight.
Last week we (marketing team) made a presentation on the year that was, to the senior management comprising heads of finance, regulatory affairs, HR, and PPIC (Production Planning & Inventory Control) and the MD. We went about telling the august gathering how despite the political unrest in Kenya, the out-break of dengue in Brazil, cyclone Nargis wreaking havoc in Myanmar, the war in Sri lanka, the milk food scam in China, the sub prime crisis in the US, the terror attack in Mumbai, the currency fluctuations, the oil crisis, the global melt down, we managed to grow substantially over the previous year. We reiterated how we have been putting our mind, body and soul for the betterment of the organization. We continued on earnestly, that we had left no stone unturned to bring more revenue for the company (Now if you find that the roads in your neighbourhood are in bad shape, you know whom to blame).We wanted the management to know that not only in every second of the waking hours were we working hard, but even in our sleep we had big dreams for the company. Dreams so big, the MD would lose his sleep over. We also took the opportunity to take a dig at the other departments, emphasizing that we would have done much better if only we had got adequate and timely support from them. They in turn, blamed the marketing team for not giving them enough time to work, always wanting everything the day before. We then presented our plans for the coming year, promising that we will do more than what it takes to complete our objective. The MD, for whom our division presented just a fraction of the entire business, heard us through like an indulgent father. He advised us to look beyond the realms of possibilities, past the mathematical limitations we had set for our markets and wished us the best in our endeavour. He is right. Setting sales objectives must be the most unscientific process in the whole world. We start with a notional figure as the market size and plan to garner a certain fancy percentage of it. Why not a few percentiles more or less, is anybody’s guess.

We had our team dinner and partied. Something we don’t do in half measures whatever the situation. Next day we were cured of our hangovers by our ‘Man Friday’. But that is another story.

Jay Conrad Levinson, the author of “Guerilla Marketing” has this to say about marketing
“Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.”

We take a small pause, before we start our activities again……tomorrow.

2 Comments leave one →
  1. Vijay permalink
    April 3, 2009 20:56

    i think we need to circulate this on the 8th flr 🙂

  2. shail permalink
    April 20, 2009 09:06

    Hmmm… sounds like a homemaker’s work, a beginning, a middle, but never an end! 😉

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