I can’t believe the amount of times I see companies, and by companies I mean the dudes and dudettes in marketing decide to crank out another marketing campaign like a direct mail piece without consulting with sales or even checking with production as to whether they can handle the additional leads.

The crazy thing is that its not just big corporates that do this but small business as well. In small business the marketing budget is not be frittered away, it represents cash and cash is ling. I know the same should be the case in big business but I digress. Take these examples that I came across recently.

I received a direct mail piece from an office fit out and storage company. It was great piece full colour and directed to office blocks around town. I called the phone number given to make a booking only to be told they were too busy to send anyone out but if I measured up what I wanted and faxed this over (who said email had replaced the fax!) then that would speed things up. Who are they kidding I am a management consultant not a carpenter. Anyone I did this and sent it in. I called a week later and they acknowledged they had received the fax. They said someone called Grant had the quote and would call in the next seven days. Well its been three weeks….so today I called for the fifth time and said thanks but no thanks. What a waste of their marketing dollars.

A few days later I received a direct mail flyer at home regarding some recent sales in my area with a contact number.
I called, left a message. No response. Called again a few days later and still got a message. I even checked with the agents office to check he wasn’t on leave or had been involved in some horrific incident or been on a bender for some reason. No his office replied but he is a very busy man they informed me. Well I guess it wasn’t him who was dropping off the leaflets and I can assure you one thing. If I ever go to sell my house this guy won’t get the gig.

So please if you are planning a marketing campaign anytime soon for the sake of all us that just might take up your offer please ensure you sales and production team can respond.