The role of marketing is changing and growing, covering multiple functions and business units now – traditional marketing, lead generation, online sales, digital marketing, etc. Not every company is prepared to handle this rapidly expanding and critical role. Many companies lack the staff, expertise, and infrastructure to pull off really effective marketing.
One of the biggest problems is that it’s not uncommon for the different marketing decisions to happen in a silo. Key players of other marketing functions are all too often unaware of critical decisions, technology purchases, platform selections, and strategy approaches that are being done in different parts of the company. Without a unified approach, opportunities are missed and important data isn’t gathered or analyzed, so necessary changes aren’t made.
These three steps will help you get your marketing efforts back on track for a unified and strategic approach that addresses the broad and ever-expanding needs of today’s marketplace and the challenges facing marketers.
- Know What Your End Game Is
We all know the importance of goal setting in determining the desired business outcomes. Equally important is that all key players (including executives) are involved in establishing and implementing the plan. Accountability alongside follow-up is key. Determine who is doing what and when, how it worked, what changes are necessary, and how it applies to the company as a whole.
- Determine Obstacles And Your Pivot Strategy
Likely, you already know what obstacles you face – low budget, board members, old or non-existent technology, incompatible platforms, etc. – and that’s good news. Now, you can work together with your team to address these obstacles head on. Brainstorm ideas with those from different areas of your company. You will likely get a broad range of good ideas, but more importantly you get buy-in from your team. No matter what level in the organization, employees like to feel heard and valued.
It’s important to also establish guidelines for when you’ll pivot to a new approach if the strategy for combating the obstacle isn’t working. Keep your communication clear and ongoing. Change isn’t always easy. Often you’ll encounter process naysayers who prefer to keep things “how we’ve always done it.” Ongoing education is critical to get buy-in from everyone in the organization.
- Implement Your Plan Incrementally
Effectively addressing your company’s changing and growing marketing needs is a big job – one that takes time. Determine the most critical gaps, the strategy to solve, who is responsible for doing the work, develop an implementation schedule, and create a process for analyzing the data you gather.
Successfully addressing your 2019 marketing challenges involves taking a holistic approach to how your company markets as a whole and working to build cooperation and communication among the key players to ensure your marketing and sales goals are being met.