Given the current economic turmoil worldwide, the same old question begs an answer. Why is it that most companies really only think about marketing when their backs are against the wall? When the money stops rolling in then suddenly the penny drops! Marketing – oh yes maybe I should try that!

Marketing is not a department within a business and, I believe, it is also not so much about what we do as it is about “how we consistently do it!”

There are many examples we can find by looking around us of companies which, having thought they had “made it”, suddenly have been thrown into hot water through changing markets, changing economic scenarios and changing business structures. These are all marketing issues that need to be constantly monitored.

What can we do to ensure that we are using our energy and time to prepare for the rocky road that lies ahead in 2009? And what can you do to minimize your risk?

Here are a few observations:

1. If you are the captain (of the company, the dept or the team) you must be up on the bridge and not constantly in the engine room. If you are down shoveling the coal you cannot be checking for the icebergs!

2. Create time to check for operational excellence. No amount of marketing can cover for poor products/services, slow turnaround time, procrastination, inefficiency or lack of care by the service delivery team.

4. Surround yourself with people who love challenge, push the limits and think outside the box. They are few and far between and, when you find one, ensure you really look after them.

By the same token, if your organisation doesn’t have them internally, make sure you are networking with people who will play devil’s advocate and challenge your thinking. These people should be helping you scan the radar from a holistic market perspective to establish “where to next”.

As mentioned earlier Marketing is not a department. It’s about challenging the status quo, checking the perceptions and needs of the customers constantly and working with the management team to adjust as necessary to build towards the ultimate business objective – sustainability!

If your stone’s not rolling it’s gathering moss and the moss creates drag, clouds vision and stifles action –things we have all experienced to a greater or lesser extent at some time. Give your stone a kick and get it rolling today.