Marketing plays a critical role in business strategy

Marketing teams play a crucial role in overall brand strategy. Brooke Mathes-Yep, Vice President of Corporate Marketing at NCI Building Systems talks to Robin Tooms about how her team's market research led to outstanding sales performance.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, Vice President of Strategy at Savage and my guest, again, is Brooke Mathes-Yep, Vice President of Corporate Marketing at NCI Building Systems. Brooke, welcome back to Brandonomics.

Brooke: Thanks for having me back, Robin. Always a pleasure.

Robin: Well, I’m glad to hear that. I loved the story you told us last time about how marketing can really add value to an organization. I know you have another real tangible example of that. So share with us that story, please.

Brooke: Yes. One of my favorite examples of marketing really deserving that seat at the table came last year as a part of our research and forecasting process. As a part of the modeling that our marketing intelligence group does, we discovered there was gonna be a resurgence of activity in the east-north central, which seemed unusual ‘cause that area had been so down throughout the recession. Upon further investigation and research, we discovered that the automotive industry was going to be making a huge comeback. So with that information we were able to come up with sales strategies and several of our brands made it an official part of their annual plan, their annual budget and marketing and sales activities and –

Robin: So presenting that market intelligence back to sales, what did that really do for them?

Brooke: Well, I will tell you to date the initiative is outperforming eight times what it was planned to perform year to date. So the numbers don’t lie. That opportunity is one that they would not have been cognizant of without marketing playing that very important role in the market research arena.

Robin: Well that is a great story. I’m so glad that you told us ‘cause other people need to follow this example. Thank you, Brooke.

Brooke: Thank you, Robin.

Robin: Thank you. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

 

 

NCI Building Systems, Inc. designs, manufactures and markets a comprehensive list of metal buildings and components for construction in virtually every sector – commercial, industrial, agricultural, institutional and governmental. NCI builds communities, from schools to manufacturing and the places in between. https://www.ncilp.com/