Corporate change: what prevents this change?
Managing corporate change is not always easy, understanding that your company needs a cultural change seems to be even more difficult. But what are the factors that prevent the company from making a change? Most companies focus on results but not on “how to achieve them” and what activities need to be integrated into their company. By thinking in this way, change is projected into the future. We become convinced that the company will only be ready for change tomorrow, and we begin to unconsciously practice an attitude: "procrastination". Postponing to another time, deferring, postponing a decision, thinking continuously without ever reaching a conclusion. Let's take an example that is inspired by a situation that we often see and experience: " a company that wants to turn its business around and start a web marketing journey ".
Maybe it's best to tread carefully and start with a social media business
Procrastination in this case is made up of a series of stressful attitudes that absorb energy without reaching a solution. Every time you are faced with a possibility, you go back, stop and postpone the decision to the future. “ I would like to have more customers , but how do I do it? Should I open an e-commerce ? , but how much does it cost me? Should I hire someone? It will be better to contact a social media manager, but is it enough? What if I opened a website instead? Will I be able to handle it? " and so on. The process of business change begins within you!
The more you reflect, the more confusion increases. The more confused you are, the more insecure you are. This attitude of postponing, of procrastinating, of waiting for a better moment, immobilizes you, nails you to the current situation: it blocks change and progress. While your mind is constantly moving, seeking better business prospects, your business, and your business, remains stationary. What prevents business turnaround? The rift inside you: the gap between what you would like and what you are today. It's a feeling of abuse, you feel burdened with problems and difficulties, you think you'll never make it, that your company isn't able to support the change and you end up doing nothing, you end up staying exactly where you are. Do you recognize this situation? Well, there is a solution…read on Just change your position to change your perspective Do you agree?
Let's try to explain this concept to you with a simile
Imagine that you are at the bottom of a very steep hill and your company goal is at the top. A wrong attitude, which blocks corporate change, is to look at the end of the climb and continually think about how much you wish you were up there. But the steep climb seems tiring, difficult and the end too far from your current position. You get discouraged, you look for "easier" solutions, shortcuts, but, in the meantime, the company remains as it is, without getting even one centimeter closer to the goal. Instead of looking for alternatives, which apparently appear simpler, you need to focus only on the first step to take to reach the top of the climb. You have to think about the first step to take and not the end of the journey.
Clarify your ideas, define a plan
A single step doesn't get you where you want to be but it takes you out of the stalemate you're in. Often the first step is not even a concrete attitude but simply "clarifying one's ideas" and moving away from the state of confusion in which one finds oneself. business change process Confusion blocks business change When you think too much about the right path to take, you end up getting confused. You can't decide what's best for your company, and for your protection, you decide to do nothing. In this way you continually postpone the first step waiting for the situation to improve and magically unblock itself. Clarify your ideas, define a plan , with a real, concrete and achievable objective, and stop getting distracted from what is the true and real path to take.
Corporate change management:
This is where real change begins. our advice The important thing is to take the first step towards corporate change, aware of your choices and with clear ideas about what you are doing. Then during the journey you can always change the plan (not the objective), improve it, correct it from any errors and perfect it based on the information you gradually collect. One step at a time, divide your larger goal into many micro-goals.
You must not exceed, because no great goal can be achieved quickly. “Everything right away” is a false illusion of those who live in modern society, where you can get everything you want in a short time, where there is always a trick to eliminate waiting times. But this is not always the case, especially if you want to achieve concrete and lasting results. Our advice is to start walking up the hill, one step at a time. After a year, the top of the slope will seem closer to you. If you stay still, and decide not to decide, after a year you will be exactly where you are now and the goal at the top of the climb will seem increasingly distant.
The role of marketing in SMEs
Many companies do not have a marketing manager in their workforce. In reality, all companies, even the smallest, dedicate themselves to marketing, sometimes without realizing it: defining a price, launching a new product, making a company presentation... all these actions concern marketing. The marketing function essentially has two complementary dimensions: A strategic dimension that aims to define a positioning, to provide the analyzes necessary to support the decision-making process (for example: market analysis, study of buyer personas , targets, etc.) and to choose commercial orientations (price, marketing methods, presentations sales).
This translates into short, medium and long-term planning of the operational actions to be implemented to achieve the strategic objectives . An operational dimension which consists in the implementation of the marketing plan and which involves more B To C Database technical know-how to carry out communication operations, to design sales support materials, to activate digital tools, etc. Marketing in SMEs SMEs carry out marketing activities that can be characterized according to four qualifications: Informal : in small and medium-sized businesses, marketing is above all part of a state of mind in which the informal dimension predominates. Marketing procedures and action plans are rarely written down. Marketing is rather designed and implemented in the context of oral exchanges between the various actors of the company.
The function is primarily owner-centric
Distributed : In SMEs, there is rarely a marketing manager in charge. but the tasks are, more often, diluted within the organization. The entire company is involved and some tasks are sometimes entrusted to staff without specific marketing experience or training. Punctual : marketing activities are carried out at specific moments in the life of the company (trade fairs, exhibitions, product launches, etc.), more rarely on a regular and constant basis. Support: marketing mainly deals with supporting commercial actions by developing sales support tools.
Sometimes it also supports Research and Development by identifying market needs and helping to define the functional specifications of products. 3 essential marketing challenges in an SME Broadening market perception Often overlooked or partially attended to, precise knowledge of your market is essential, whatever the size or sector of activity of a company. Clearly delimiting one's market segment, identifying the expectations of one's targets, knowing precisely the offers of competitors and their competitive advantages, constitute essential information for defining the company's strategic orientations (commercial strategy, research and development, diversification research, communication, etc.)
Having a global perception of the environment
In which the company operates allows you to anticipate changes and trends and, therefore, not to be overtaken by the competition. Generating leads and supporting sales As developments in marketing mark a real rapprochement between the marketing and sales function, marketing today takes on the role of generating leads and winning new customers much more readily than it did a few years ago. By implementing inbound marketing strategies , developing customer-oriented approaches that accompany the entire sales cycle, developing and qualifying the needs of your customers, marketing becomes an essential ally for fueling the sales flow and maintaining the connection with your market.
The vocation of marketing is to know the market
At the same time, in-depth knowledge of the market and its expectations allows marketing to develop relevant topics to increase the added value of the offer and define the differentiation factors: sales therefore has tools suited to the segment in which they operate. , encourage contact with customers, identify new potential and therefore allow sellers... to sell. Start or develop the company's digital transformation Clearly identified as an important development lever for companies, digital technology and the opportunities it offers are still too little exploited by SMEs. Numerous studies show that Italian SMEs are lagging behind their European neighbors in starting their digital transformation .
CRM are all tools that are now essential for the practice
The marketing function can be a real engine in driving digital transformation. Website, e-commerce , marketing automation, social networks, email marketing platforms, CRM are all tools that are now essential for the practice of effective marketing and which require companies to enter the digital era. For digital marketing to really work for your business, you need a strategy that uses all the resources at your disposal. Many people experiment with digital marketing by posting the occasional Facebook post or spending budget on sponsored ads; but to truly benefit from the power of digital marketing, you need to take a more holistic approach.
An effective digital marketing strategy means tying together all digital channels and creating a collective, collaborative campaign. The integration of all available platforms will contribute significantly to achieving the set objectives. If you would like to discuss the best way to integrate marketing into your SME and evaluate your needs, contact us !
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