Note: This is Part 4 of a 9-Part series based on the book “Business Transformation: A New Path to Profit for the Printing Industry“
We have gone over the strategy you need to make your transformation to a marketing services provider work. There are steps in place, a marketing and a business plan, now you need to fill in the puzzle. And the only way to do that is with the right people. The most well thought out plan will not succeed if it is not executed by capable and eager employees. When transitioning your business, it is very important to pick people who can fill in your roster and get the job done.
The Marketing Pro
It has already been mentioned, but it is worth repetition. Having a bona fide marketing professional on your team is completely necessary. Having someone who understands the ins and outs of your new industry is just too valuable to neglect.
Your Sales Team
Next, your sales team needs to be attended to. Selling your new product is an animal you have never really dealt with. Selling a solution is entirely different from any product or service you have ever sold. However, it is also wise to keep your print salesman on board. They have valuable contacts that will certainly be mined. Sustainability cannot be overlooked. But a new solutions salesman will be tasked with calling marketing personnel at new accounts. There is a certain level of expertise required by these salesmen, and you may need to bring in new blood for this.
The Folks in IT
Also, with the increasing speed of technology and software, your new company will need an IT department. IT professionals are highly important, on numerous fronts. They can be very helpful on sales calls, offering a quick solution to a problem that a traditional salesman may not be able to answer. And in this business, almost every customer will have unique needs and issues they need fixed. A savvy, experienced information technology pro can navigate these problems. And just as a rule, you will have plenty of networks and systems that you need to have maintained and tuned up. All of this falls under the umbrella of IT.
And Do Not Forget These
Then we come more to normal business functions, such as HR, accounting, and others. Finally, there are a group of folks I call “bench people.” Much like in sports, you need a strong bench to round out your team. I consider these people to be talented, and able to be groomed for future positions. Normally, these people will probably be in the form of interns, or recent graduates.
Finding the right people to bring your company into its new role is crucial for the success of your transformation into a marketing services provider.