TONIK™ TRAINING · MARKETING FOR NON-MARKETERS
Marketing
thinking
every day
22 pages. You read, you fill in, you apply. To think like a marketer, even without the title.
Been handed marketing? Start with the right way of thinking.
No magic, just choices.
Research confirms it: understanding your market well is generally associated with better performance, but not automatically.
listening to customers isn’t enough: you have to choose what to act on;
collecting data isn’t enough: it has to serve decisions;
being customer-focused doesn’t mean answering every request.
A well-documented strategy doesn’t guarantee marketing thinking day to day.
That’s exactly what this chapter is about.
IN THE CHAPTER
What you get
The TONIK™ model
Terrain, Orientation, Nucleus, Impulse, KPI: the method behind the whole collection.
The customer reflex
10 questions to ask before producing anything.
Urgent vs important
4 priority levels, and how to reframe a request.
The starting inventory
Just inherited marketing? What to look for, and how to define your scope.
THE AUTHOR
Senior marketing strategist and fractional CMO
I started alone, with no department around me. I then built marketing teams three times. This chapter is what I wish I had known when I started.
20+ years in marketing, up to the CMO role;
HEC Montréal and Purdue University;
founder of Christine Latour Inc.;
Accredited trainer with the Commission des partenaires du marché du travail du Québec.
THE CHAPTER SECTIONS
01
IT’S NOT WHAT YOU THINK
Definition, marketing mix, branding, who does what.
02
THE CUSTOMER REFLEX
10 questions and the table of reflexes to rephrase.
03
URGENT VS IMPORTANT
The 4 priority levels and the requests that eat up your time.
04
YOUR DAY, WEEK, MONTH
A simple routine to stop putting out fires.
05
TALKING TO MANAGEMENT
3 numbers, one recommendation and 4 revenue levels.
06
THE STARTING INVENTORY
What to look for when you arrive, and the grid for your scope.