In this case - my email.

In this financial situation, is marketing over-zealously out of point? I have been pondering about this for quite some time, and these are my views. Though from the brand awareness and general marketing point of view, it may seem that there are benefits to be reaped, these must be carefully evaluated.

There is a very important need for the benefits of increased marketing efforts to present itself later and not immediately. This is due to widespread cash flow problems in the M&E, SME sectors, the negative effects of a credit line or serviceable payment terms very often, without much thought, extended to customers, will become extremely pronounced. This said, the evaluation and decision in regard to job uptake must be re-looked at.

Just as in the global playground, the importance of re-evaluating sub-prime accounts is essential to the longevity of the supplying company, and the preservation of intangible assets (namely the preservation of essential anchor customers) of companies. However, the method of approaching this issue cannot be based on the Obama formula that was recently published, simply because there is no leeway for that kind of action. What must be done though, is that negotiations must be initiated, on an ASAP standpoint. Guarantees from both sides for non-erring contracts, must be reached.

On a micro-scale, individual responsibility on each member of any organization is paramount, to ensure the cardinal responsibility to the enterprise is upheld. It is in this situation that I urge every member and partner to be extra diligent, and remember that individual day to day decisions are those that make or break an organization. I cannot emphasize enough on how guidelines and procedures must be strictly adhered to.

Departments that should revamp operations are marketing and research, where emphasis must be shifted from the pursuit of the here and now, to the acquisition of the future. Groundwork must be laid out in anticipation, rather than as a reaction. Direction, though not set in stone, must be verified.

With these points in mind, I conclude, and expect a dialogue to ensue. Detailed updated plans of action are expected to accompany standard reports.

Most Sincerely,

Kenneth