By Tom Richardson and Augusto Vidaurreta

ISBN-10: 0028641639

ISBN-13: 9780028641638

ISBN-10: 1592570097

ISBN-13: 9781592570096

Company is a touch recreation simply because human touch, connection, and cooperation is the essence of industrial. Even in our transaction-driven, more and more digital global, sturdy, long-lasting relationships are nonetheless basic to luck. but in so much businesses, relationships with buyers and staff or even extra so with providers, vendors, licensees, licensors, shareholders, creditors, strategic companions, board participants, universities, charities, the media and the group are the main underutilized resources.

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Marketing and operating strategies are linked because they serve the two vital sides of any business—marketing strategies boost 40 ❘ BUSINESS IS A CONTACT SPORT demand, while operating strategies marshal the supplies necessary to meet that demand. Financial strategies underpin both marketing and operating strategy in that expenditures and investments must support those strategies, and monetary returns must justify them. Relationships support all three traditional strategies. We believe that no marketing, financial, or operating strategy can be considered complete without a RAM strategy in place.

RAM principles would dictate scuttling this program before it was launched—or ensuring that the success of the RMs and the success of the divisional salespeople (and managers) were linked in win-win fashion. Also, there would have to be clearer wins for customers. At a high level, the RAM team extends horizontally across the company—that is, all of those in-place relationship managers for customers, suppliers, employees, shareholders, the media, and the community must see themselves as a team. They also need to view their stakeholder groups as borderless fields to be cultivated and harvested 48 ❘ BUSINESS IS A CONTACT SPORT rather than silos of grain to be hoarded.

These charities also usually have a greater need for publicity, so your organization and theirs can team up to draw media coverage. In addition, as you progress together, a strong bond can develop between a growing company and an expanding charitable organization. That relationship makes the wins easier to define and deliver. Two caveats go with this: First, although this larger-fish-in-asmaller-pond strategy can work well, a less-established charity can become dependent on a few relatively large contributors.

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Business Is a Contact Sport by Tom Richardson and Augusto Vidaurreta

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