Attributes of Successful Marketers: Kerrigan At Harvard Business School

02/07/2005



Harvard Business School
The Dynamic Women in Business Conference
January 22, 2005
Harvard University
Cambridge

Karen Kerrigan
President & CEO
Women Entrepreneurs, Inc. (WE Inc.)
Summary of Opening Remarks
"The Role of Marketing in Entrepreneurship - How to Market Yourself, Your Ideas and Your Business"

Introduction: Panel moderator Professor Lynda Applegate, Harvard Business School, posed an opening question to each of the panelists. The question posed to WE Inc. President & CEO Karen Kerrigan was: What are the success factors that women entrepreneurs have in marketing themselves, their ideas, and their businesses?

WE Inc.'s Kerrigan highlighted the common features or attributes that she's observed in working with many extraordinary women entrepreneurs:
  • First and foremost, they are passionate and believe in their ideas, their businesses and themselves.
  • The energy generated by that passion is channeled in a smart and intelligent direction. They know who their customers are and how they serve their needs or provide solutions. They communicate this effectively - it's their core marketing message, which ultimately drives revenues.
  • There's a culture of excellence in the businesses they founded or run - excellence being a top-to-bottom team understanding of keeping customers happy. They understand the importance of internal marketing, meaning they must personally demonstrate to their workforce, team members or Boards - both in word and deed - that customer satisfaction and loyalty is, as the slogan goes, job number one.
  • After all, the best source of new business comes from existing customers. Successful marketers - business owners - fully understand and take great advantage of this dynamic.
  • They are not complacent. They understand the world is forever changing. What consumers perceive they need today, may not be the case tomorrow.
  • Therefore, they regularly survey customers to find ways to improve their products or service, or add value to the customer experience.
  • They also embrace change with respect to new marketing approaches or trends. They view change as a new opportunity to service current customers and reach new ones.
  • Therefore, they are forever asking questions, conducting research and staying on top of where the market is headed. They measure the results of new marketing initiatives.
  • They leverage the assets and strengths of others - whether through partnerships, strategic alliances, sponsorships or media opportunities - they actively seek and use these often low costs marketing strategies to promote and expand their businesses.
  • They never point fingers or make excuses. If there is a problem or challenge, they provide leadership and find solutions.

A very lively Q&A session and discussion ensued!

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