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BMA to expand beyond marketing communications

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The Business Marketing Association, which turns 100 this year, is changing its strategic plan to broaden its scope beyond marketing communications.

The changes come during a time of leadership flux at the association. Last month, the BMA board voted to remove Executive Director Rick Kean from his position.

Kean will stay in his job through the end of February, but a search for his replacement will be put on hold until the board approves a new strategic plan, said Kirby Strickland, chairman of the BMA board and president of Strickland & Co., Charlotte, N.C.

The board is still in the process of defining a leadership role, which will be determined in large part by approval of the final strategic plan. Strickland said he hopes to have a new leader in place by the middle of the year.

The board approved the first version of the new strategic plan, which was sent to all of the chapter boards last week.

Once chapter comments are in, the board will vote on a final version of the plan. The BMA will also need to develop a tactical implementation plan to execute the new strategy, Strickland said. He hopes to have these steps completed before the BMA's next board meeting in April.

"We want to reach out beyond marketing communications to be more inclusive of all `four Ps' in the marketing platform," said Strickland, pointing to pricing, product, place and promotion.

"The BMA has long been about the promotion piece-just marcom," he said. "We're looking to expand to include people involved in pricing strategy, product development and sales channels."

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