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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Introducing new processes, mastering transformations, overcoming challenges: A company that is intensively concerned with itself can be highly satisfied with its performance. But where is the customer? The needs of customers change at least as fast as the markets. A company must keep up if it does not want to be left behind by the competition. This calls for a consistent change of perspective from time to time: the focus is not on the company and its products, but on the customer and his or her needs.
