A few years ago, I read the marketing summary of a regional manager for a beer brand, which struck a chord: "If the market investment were a bit larger, if there were more promotional staff, if the weather were hotter, if the organization were better arranged, we could have..." Indeed, marketing work always encounters difficulties. Unfortunately, the market does not believe in "ifs" and only cares about results. In the brutal competition, the only criteria for measuring results are: whether targets are achieved, whether promotional costs are saved, whether the product mix is optimized, and whether market share is higher. "There are only subjective reasons, no objective excuses" is a phrase familiar to every marketer. However, how to implement this concept in all aspects of marketing work, how to turn it into actual execution, and how to integrate it into every detail of marketing work are questions every marketer should ponder. When execution is not in place and objective difficulties are emphasized, focusing on execution and details is the best measure for marketing innovation. Here is a summary of "ten equals zero."

  1. Having work but no effort equals zero. Every marketer must learn to cherish and be grateful. In the financial crisis, marketers should cherish current opportunities. A journey of a thousand miles begins with a single step. Only those who know how to seize opportunities will laugh last. If you have a job but don't cherish it, even a golden rice bowl will become a clay one.
  2. Having ability but no performance equals zero. Everyone has strengths. Knowing your strengths and using them to gain recognition from others through practice is the way to achieve greater development space. So, if you think you are a swift horse, first run a thousand miles a day. While showing your ability, the talent scout will appear. Remember: potential advantages only become advantages when they are utilized; otherwise, they become burdens.
  3. Having a plan but no action equals zero. A plan is only the premise of execution, while action is the essence of execution. If a plan cannot be practiced and summarized through action, any perfect plan is just a fairy tale that can never be realized. Therefore, the key to marketing innovation is not to formulate a perfect plan but to act immediately.
  4. Having opportunities but not seizing them equals zero. Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime. Work is not just a salary. The opportunities that emerge in work and the market are also good chances to cultivate and exercise your abilities. Seizing opportunities requires only thinking a bit more and doing a bit more than others.
  5. Having arrangements but no supervision equals zero. Work requires arrangement, implementation, and supervision. They cannot replace supervision. Only through supervision and summary can you discover problems, handle them, summarize experience, and learn lessons. Only then can you carry out work better in the end. In this regard, the PDCA cycle system is a problem every marketer must face and consider.
  6. Having progress but no continuity equals zero. Everyone actively seeks progress, and the team can progress. Continuous progress will make the team grow. "No merit is a fault, and small merit is also a fault." If progress is not sustained, or if you stay still after a little progress, the final fate can only be elimination by the last place.
  7. Having discoveries but no handling equals zero. Facing the rapidly changing market, any plan may have small oversights during implementation that lead to the failure of the entire action. Therefore, in addition to perfect plans, attention to details, and timely implementation, you also need to handle and remedy every small problem discovered in the process to prevent "a thousand-mile embankment collapsing from an ant hole."
  8. Having operations but no flexibility equals zero. Marketing emphasizes innovation: what others don't have, I have; what others have, I have better. Avoid mechanically copying and empiricism. Only with flexible operations can you win in the ever-changing market.
  9. Having value but not utilizing it equals zero. Marketers must be good managers who can calculate: the rationality of product structure is value, and even company value is value. Only by reasonably utilizing value, fully leveraging the value of every person and every item, and even digging value out of nothing, can you be considered a qualified marketer.
  10. Having sales volume but no profit equals zero. If sales volume is the benchmark for measuring business personnel performance, then profit is the scale on the benchmark. Merely completing sales tasks is not enough. Only sales based on profit can be considered true sales. Only marketers who can both achieve profit and ensure sales volume can be considered excellent marketers. The key to marketing innovation lies in executing every detail well. Execution is the foundation, and details are the key. Reply with the following keywords to categorize and read related professional articles: Sales Supervisor, Second-Tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Slow Sales, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Trade Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Cross-Region Sales, KA, Terminal Merchandising, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, New Salespeople, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Attraction, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Stock Pressure, Holidays, Distributor Cost Control, Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Debriefing, Debriefing Report.