Head Linkshaper Christopher Woods discusses the importance of integration in marketing campaigns and why it’s important for the people of your firm to “fly together.”

I have been enjoying a book that I have been reading, “Flawless Execution” by James D. Murphy.  Murphy spent 8 years flying F-15 Fighter Jets for the United States Air Force.  In this book, Murphy discusses how pilots must perform flawlessly in order to accomplish their mission successfully.  This same philosophy is so very true in business today, especially in the economic times we are facing.

Basically, to ensure business success and growth, everyone from the C.E.O. down must all be focused on the same goal and be working in one accord in order to succeed.  This is especially true in marketing.  Too many times I have seen a business develop one strategy for their print campaigns, a second strategy for the Internet campaigns, and even a third for their telemarketing campaigns.  Not only does this end up confusing the consumer, it ends up confusing the company as a whole.

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