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Episode Info: This week we discuss the importance of internally marketing your marketing strategy and tactics. Kevin Connor, a manufacturing marketing practitioner, shares his experience and lessons learned from various manufacturing leadership positions he has held over the years. Today’s Guest: Kevin Connor joins me on this episode.  Kevin is a practitioner of manufacturing marketing. Kevin has more than 25 years of marketing, sales, and strategic planning experience in large and medium-sized manufacturing organizations and distributors.  Kevin has experience and a passion to help companies elevate the strategic role of marketing within the organization. In this conversation, you will hear Kevin and I talk about marketing marketing.  It is critical to market externally, but also internally to the executive team.  Kevin shares his expertise in this area. You have something to gain from this conversation if marketing is already established or if leadership is considering a larger role for marketing in the company’s strategy. Kevin provides a lot of information and shares a five-point strategy that he has used to introduce and advance the role of marketing in companies. Establish your baseline. Attempt to quantify the business opportunity in the new way you’re recommending. Agree on the measurable goals and ensure agreement with the management team. Define the project timelines. Commit to reporting progress regularly. You’ll Learn: [01:55] - Kevin introduces himself to us and shares some of his background in the manufacturing marketing space. [05:58] - Kevin talks about the culture in manufacturing.  Only 20% of CEO’s have experience in marketing, and that percentage is probably even lower in the manufacturing industry. [07:22] - Kevin references a study by MAPI that indicates the role that marketing plays in various manufacturing companies. [10:45] - Kevin shares an experience from a project meeting that demonstrates where a lot of companies are with marketing. [12:12]- Kevin speaks to the CMO out there that is tryi
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