In 1994, I was an experienced senior manager at an engineering-oriented, operations-focused, sales-driven business when my senior colleague hailed my ability to synthesize complex market issues.
At the time, it didn't seem like much of a compliment. As Director of Business Development for a logistics services provider, the real power was in operations or sales. Not marketing.
Today, I cherish that testimonial. My "thinker" capabilities were soon tapped to lead one big hairy deal, then another, and another. The exposure put me on a new career trajectory that lead to leadership roles in four early start up ventures over a six year period. This is experience that isn't taught in the classroom and can not be captured by working with any single business. What amazed me was the huge gaps in market development infrastructure that slow growth and reduce profitability.
Then in 2001, I launched marketingFOLIO with a mission to help mid-sized industrial businesses create strategic marketing infrastructure, build pragmatic market plans, and develop core content that emphasizes their differentiated economic value--and then train and nurture their internal staff to manage the programs. Our business model is part consultant, part coach, part agency, and many parts innovation to provide exactly the right mix for each client's need.
For years, I've been freely distributing ideas and insights to my clients and network contacts and via comments on others' blogs. My goal for The Industrious Marketer blog is to stimulate thinking and action to improve marketing and business development effectiveness.
Katherine Ventres Canipelli
president, marketingFOLIO
February 2009