Marketing Challenge: Spoiled for Choice

Share this article:
Marketing Challenge: Spoiled for Choice
Marketing Challenge: Spoiled for Choice

Alyce Shultz made it brief: She had a great run as VP of sales and marketing for Sterling Worldwide, but it was time for her to move on. She was leaving corporate America to open a bakery in her hometown.

After congratulating Shultz, Sterling President Darnell Forman considered his options. Shultz had done such a stellar job with succession planning and coaching her staff that he had two terrific people who could fill Shultz's position. The challenge was to select the right person—and retain the other, as both would expect to be considered.

Forman listed his priorities: A customer-focused approach to business, balancing short- and long-term revenue goals, profitable growth, and strong collaboration between sales and marketing. Then he listed the strengths of his two frontrunners.

First is Janet Black, director of marketing planning and analysis. Black insists that data inform everything from creative to copy to media selection to segmentation. Black's oversight on such marketing activities as campaigns and conferences has helped increase their effectiveness since joining the company three years ago. She's a team player—and needs to be, because she supports colleagues across the marketing organization.

Forman's other candidate is Grace Sanders, key accounts sales director. Sanders is a pro at building and nurturing long-term customer relationships. She's led several of Sterling's largest accounts for the past five years and increased their wallet share during that time. One reason is her ability to foster collaboration internally to best serve clients and deliver on her promises.

Who should Forman choose, and why?

See what our readers had to say.

Share this article:
close

Next Article in Marketing Strategy

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Marketing Strategy

Let's Get Real About Sales Automation

Let's Get Real About Sales Automation

Three words apply when adopting SFA: Keep it simple.

As CMOs and CIOs Collaborate, There Will Be Growing Pains

As CMOs and CIOs Collaborate, There Will Be ...

The two chiefs are working closer than ever, but are they working well?

Getting Religious About Customer Psychology

Getting Religious About Customer Psychology

Does your brand have a devoted following?