B2B Enterprise
Enterprises above $200 million in revenue have unique communications needs. There are many but in the interest of brevity, we’ll mention two.
Responsibility – large enterprises are expected to contribute to their communities and industries. From a communications perspective this means the potential to incur costs not related to sales.
Industry Expertise – once you’re a big player in your industry, you have the added burden of paying for your continued leadership. This includes issues such as thought leadership and innovation, visibility and collaboration, and industry advocacy. In the consumer world, it’s like advertising – Coca-Cola spends the most of any soft drink because, among other reasons, it has to. Being “The Real Thing” costs money.
Yet, these issues can be turned to great advantage. This is not only possible but currently being done by many enlightened companies. In this arena, we help organizations transform themselves from having a marketing department to BEING a marketing organization. As Drucker spent much of his time observing companies of these sizes, we believe his conclusions were initially targeted at the large enterprise.