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Enough
talk about vision, strategic direction and
the ten-year plan! Without successful execution
of great plans, big dreams often fall flat.
Recent collapse of several publicly traded
translation companies are examples of such
failure to execute. In today's tough economy
and competitive environment, it is not enough
to for a company leader to have vision;
he/she must also ensure the bottom line
health of the company - revenue growth and
profitability.
Recently
wintranslation.com enlisted the help of
a translation industry veteran to establish
a practical sales and marketing approach.
Renato Beninatto is one of the principals
of Common Sense Advisory, a consulting company
that advises Small Medium Enterprises (SME)
in the translation industry of business
growth strategies. A native of Brazil, Renato
has created a unique career path for himself
- first establishing a successful translation
firm in Brazil and then becoming VP of sales
at Berlitz and Alpnet.
When
asked about what the most difficult challenge
is for most SMEs, Renato points out it is
the discipline to always "designate
time to sales and marketing." In companies
where the owners have other responsibilities,
it is easy to be distracted and overlook
the importance of consistent sales and marketing
efforts. Without steady growth of revenue,
businesses suffer.
"WTB
has all the ingredients of a successful
company: motivated management, pristine
execution and project delivery, and satisfied
customers. Once clients get used to its
level of service and competitive pricing,
it will be hard for them to switch,"
says Renato Beninatto.
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