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introduction
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habit 2 | habit 3 | habit
4 | habit 5 | habit
6 | habit 7 | conclusion
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We agree, marketing is critical! So why do so many owners rely totally on themselves to be "the marketing department," or delegate the task to an employee with little or no senior-level catalog marketing experience? Is it any wonder why 80% of all catalog companies never grow beyond $5 million in annual sales?
 In most cases, the owner is simply too busy with other issues to devote enough time to marketing. During the typical day, they are dealing with problems that must be solved, now: "the network's down," "so-and-so called in sick," "the top three sellers are STILL on back order..." Given these demands, it is impossible to think about long-term growth. So naturally, planning and implementing a program to increase sales or maximize profits gets put off until tomorrow, but tomorrow never comes.
When the owner does realize they need help, they usually end up "giving the job" to a member of the existing staff. The problem is the staff-member-turned-marketing-manager has never developed or implemented a catalog marketing program in their life. How could they possibly do the job that needs to be done? They don't know the fundamentals of growing a catalog business. Critical issues never get raised, let alone resolved. So the results are usually the same as if the owner never gave them the job in the first place. Outsourcing can fill in the holes, round out your in-house team, and free up your valuable time to do what you do best. An outsourced marketing department can provide specialized expertise and is a cost-effective alternative to hiring a full-time catalog marketing manager.
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