It’s humbling and exciting to see Lonny Kocina’s book, “The CEO’s Guide to Marketing” continue its steady rise in status and popularity. This step-by-step guide can lead to more leads, higher sales and a stronger brand using our SAM 6® process. In addition to being an Amazon best-seller in three categories – public relations; marketing; and strategy and competition – with a five-star customer review rating, Lonny’s book earned an Axiom Business Books Silver Medal in Advertising and Marketing. Fupping.com, a reader-driven website, also ranked it as a top marketing book.
“The CEO’s Guide to Marketing” is about simplifying marketing by bringing order and clarity to the process. In his book, Lonny describes the six steps (called Strategically Aimed Marketing, or SAM 6®) which we follow routinely. He says, “My book points out that marketers should be just as serious about principles and processes as accountants. And just as CEOs expect their accounting teams to have full command of accounting principles and use efficient processes, CEOs should demand the same from their marketing teams.”
Lonny adds, “In just six steps, SAM 6 will prevent needless chaos and assure creative people stay focused, on track and doing their best work. If the creativity comes before the process, it really screws things up. And that’s what most companies seem to have: screwed up marketing.”
The SAM 6 process is not a fad. These six steps address competence, building a brand playbook, selecting promotional mix channels, scheduling promotions, giving clear direction to the creative staff, and building out a marketing team. You’ll easily understand how to follow each step and why it is important. The goal of SAM 6 is to have every single promotion on point every time. If that happens, you can’t help but get more leads, higher sales and develop a stronger brand.
To support your business’s growth, buy the book and start implementing SAM 6. If you want to equip your team with on-site or virtual SAM 6 training, that’s also available. Our goal is for SAM 6 to become a common DIY marketing process. “The CEO’s Guide to Marketing” really is the best marketing book.
