Enterprise Mobility or the archetypical complex project

The subject of enterprise mobility is a very tale-telling example of the complexity surrounding B2B marketing. Almost all the ingredients of industrial marketing are there (see diagram above). The users aren’t forcibly the buyers for one thing; secondly, the motivations of each of the categories described in our diagram (users, opinion leaders, decision makers…) are varied, when they are not contradicting each other.

Project Marketing Or Marketing Projects?

I take it for certain that in modern day organisations, project management is ubiquitous, and not just in marketing. This is something I had already mentioned in Visionary Marketing[42] in 1995, therefore jumping into Olivier Badot & Bernard Cova’s footsteps[43].

I would also like to refer to another book, which describes Project Marketing[44] in depth; Project Marketing in B2B/manufacturing and processing industries is all about the selling process, where “the selling process in this case is handled like a project, which requires in-depth analysis of the complexity of the client’s ecosystem (both internal and external). This analysis is best depicted through “Milieu maps” in which sales teams map the complex decision processes of their clients.