Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Second Edition

Section Three: Execution—Cultivate the People and Resources to Make Your Marketing Work

So far, we have discussed how to develop and refine product and service offerings as well as generate and fulfill demand with effective marketing and sales strategies and tactics. However, success of your offering in the marketplace is defined not by the launch, but rather by the scale of growth, a rapid increase in numbers of units sold, and the resulting revenue and profits. Achieving scale in marketing requires resources. In her discussion of capitalizing on entrepreneurial opportunity, Applegate describes three types of resources that are appropriate for our marketing objectives as well: ecosystem, people, and capital.¹

Building an ecosystem requires cultivating ...