It’s all down to supply and demand

The fact that the importance of internal marketing is being written about more frequently (MW September 6) does not disguise the fact that most marketing departments divorce themselves from how their brand promises are fulfilled.

It is more than a little ironic that CRM has become the latest marketing trend, absorbing millions in investment while the methods for making commitments to consumers happen are left untouched. The performance of the supply chain is fundamental to the delivery of brand promise.

What is more, selling to the internal market and keeping it informed is now more important than ever. Your article highlights the fluid nature of company structures and this, combined with increasing staff turnover and consumers switching focus to value, makes internal marketing a subject that cannot be overlooked.

The problem is that internal communication and motivation is not a subject most marketers or agencies address. Yet CRM is about people – if those responsible for the delivery of goods and services have not been “sold” the brand then they will not sell it on to the consumer. This applies to third parties that sell on behalf of manufacturers as well as companies’ own staff.

Stephen Humphreys

Managing director


Teddington, Middlesex

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here