April 1, 2007
Our Marketing Success
The Rimkus leadership team recently completed its annual business review and finalized
the 2007 business plan. This process gave us the opportunity to measure our performance
against the objectives and strategies we outlined in our 2006 business plan. As we
considered many of our 2006 successes, one particular company attribute became
very apparent: our marketing program is formidable and getting stronger each year.
As I prepared to share this sentiment during a recent Rimkus Texas Marketers’ Meeting,
I was curious to see how our marketing programs and strategies compare with those recommended by outside experts and of other successful companies. Of course, I was
not surprised to discover that our marketing programs are right on the money. In fact,
I believe that Rimkus puts more emphasis on marketing than any of its competitors.
Jim Collins wrote a book a few years ago titled “Good to Great.” In it, Mr. Collins presented the results of a study related to the factors that contribute to consistent, steady growth of companies that stayed industry leaders for more than 10 years. Upon reviewing these attributes, I think you’ll agree that Rimkus shares many of them:
• Provide solid, consistent leadership at the top;
• Stick with a core business and focus on being a leader in this business,
• without being a conglomerate, or all things to all people;
• Foster a culture of discipline and steadfastness;
• Accept technology, but do not always try to be the first to try every system or gadget; and
• Create a flywheel of success, and NOT a doom loop through constant restructuring.
While we pause to consider the benefits of our marketing success, we must also remain humble and continue to believe that our success comes not only from winning marketing strategies, but more importantly, from the dedicated people who consistently focus on supporting our marketing programs.
Finally, I encourage everyone to enjoy 2007 while knowing that your contributions to Rimkus marketing are recognized and greatly appreciated. Thanks for the outstanding work!
S. Frank Culberson
President and CEO
Rimkus Consulting Group
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