Digitalization has fundamentally changed the user and purchasing behaviour of customers. And the Corona pandemic has driven these changes even faster. Medium-sized companies are faced with the challenging task of having to rethink, change and adapt sales channels, communication channels and business models in order to retain customers and win new ones. In marketing, there are new challenges that need to be overcome. In sales, there are hurdles that have to be overcome. The problem: in most family businesses, marketing and sales perform their functions separately. But while this separation of departments may have worked in analogue times, it can become a stumbling block in the course of digitalization. The customer journey has changed dramatically and is becoming increasingly complex. Marketing and sales can only be successful in the future if they pull together and pursue a common strategy. This strategy should have its finger on the pulse of time. Or even better: ahead of the times.
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It is always good to look back and see how far we have come, especially at the beginning of the year. But above all it is a good time to set goals for the year ahead. And here it is not about New Year’s resolutions like “I’d like to eat less chocolate or exercise more”! This is about specific and measurable targets. How far do you want to come? What actually do you want to develop, improve or change this year? What does it need to achieve these goals?
