Chapter 4. Analysis of Marketing and Sales

Before you start with your due diligence on the marketing and sales functions, it’s best to know the cast of characters who will be carrying out the marketing plan. This approach to the marketing area—to look at the people first—is a carryover from the investigation of people set out in Chapters 2 and 3. If there are some marketing people you haven’t interviewed, do so as part of this section.

Marketing is a critical aspect of any company. Marketing-driven companies are usually high-growth companies. You should be trying to determine whether this company is market-driven. There are the people who set up the marketing plan and have a marketing strategy, and there are those who sell the product or service. ...

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