And Another Thing . . . Successful marketing takes more than a monster budget.

It happens every single day: Two businesses with similarmarketing budgets conduct extensive direct-mail campaigns. Whileone of the companies realizes only less than a 1 percent increasein sales, the other somehow manages a 20 percent increase and thenturns each one of those newly acquired accounts into a loyal,repeat customer.

Why do some companies succeed brilliantly in their marketingefforts while others fail? Let's face it, many BIZ Experiencesshave access to the same tools and resources, but the ones whosucceed know how to pull them all together to make their marketingwork. Here's a look at the nine elements at the heart of truemarketing success:

1. Leadership: To besuccessful, the marketing programs your staff or agency createsmust support your vision of your company's future. It's upto you, at the top of your organization, to set the tone andclearly define your goals. How can your marketing team meet yourexpectations if it's unclear what they are?

2. Listening: Customers willtell you what they want, need and are willing to pay for.They'll even tell you which marketing approach they prefer. Youjust have to ask them-and listen carefully to the answers. Whetheryou use focus groups, surveys, Web feedback or polls, the bestmarketing programs are those that are shaped and molded bycustomers' preferences.

3. Teamwork: Effectivemarketing doesn't begin and end with you and your marketingpeople. Everyone in the company, from the receptionist totechnicians or plant workers, can produce referrals, positive PRand even sales. The key is to "enroll" your entire staffby soliciting their ideas, sharing your plans for each newmarketing effort and keeping the team up-to-date on yourprogress.

4. Coordination: The bestmarketing programs can't succeed if there are barriers tosales. Anything from out-of-stock products and pricing glitches todelivery problems and uninformed personnel can stop a deal. Theprerequisite for effective coordination and removal of salesbarriers is open communication between all departments andindividuals, so things like shortages can be anticipated anddiscussed, and your personnel can support rather than hinder oneanother.

5. Focus: Unlike majorcorporations, where divisions compete for their piece of themarketing pie, your growing business has the luxury of focusingintently on marketing its products and services to narrowly definedaudiences. Failure to focus by taking on too many different targetmarkets can diffuse your efforts-reducing the time and budgetavailable to effectively penetrate each one-and sabotage yourresults.

6. Accountability: Just asthe Great Pyramids were constructed one stone on top of the next,one successful marketing program builds on another. It all hingeson tracking and measuring your marketing results. Start by settingquantifiable goals for every program or tactic, such as to producethree new accounts in 60 days. Test and examine each marketingapproach and then reproduce what works.

7. Flexibility: Successfulcompanies respond quickly to changes in the marketplace, customerpreferences and new technologies. When a marketing tactic stopsworking, don't wait months to make revisions. Investigate theproblem and eliminate it fast!

8. Continuity: Consistentpresentation of a brand name and image are essential to long-termmarketing success. While strategies and tactics may change andevolve, names, logos and even slogans should be considered thebedrock on which the foundation of your company's marketingprogram is built.

9. Insight: Someentrepreneurs always seem to have the inside track. They evaluatethe competition and forecast future trends, new products andtechnologies instead of just responding to today's ups anddowns. Being a great marketer means staying ahead of the pack. Youdon't really need a crystal ball-it should just look like youuse one.