When I heard the comment a while ago concerning the reality that if we exchanged the word business with marketing, the meaning shouldn't change for those who understand the concept.
In essence, business is marketing - period. As a matter of fact, when you find the great companies in the world, you'll see that everyone in the company feels they have a part in the overall marketing of the company as a brand; along with the products and services they offer.
Everywhere in these companies the reality that everyone is in sales or marketing is the most important part of their business culture. As a result, there is always the sense of being engaged and part of the overall success of the company.
If you visit these companies or talk to the employees, you find that it's real and not contrived. They not only believe that they are all part of the sales of the company, they are a part of the sales of the company.
Think of this when you may see signs that complacency is setting in with your people. Find a way to make them understand their importance in the process and how vital they are in being representatives of the company. Show them that whoever they come into contact with will see them as a representative of the company and that every product or service they work on reveals who they are.
This is the way that great companies get their employees to take ownership of the company and what it represents, rather than just make it through till the end of the day.
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