We have nominated a new head of marketing - she/he has extensive background from marketing communications and advertising from several companies and advertising agencies. Safe bet but potentially with little results. Safe because inside company sales expects tactical support for lead generation (read brochures and leaflets) and other companies have selected as well with this background.
Little results because she/he positions marketing around communications - how company communicates its products... finding potentially a new angle to communications. Totally new advertising campaigns, new messaging, new logos and templates... refreshed communications. Unfortunately revenue didn't jump out from the roof despite internal applause. We even have now new colors.
Marketing is a victim of communications and advertising. Engineers do not communicate, manufacturing staff do not communicate... no one communicates externally - company needs someone to tell the story to the market. So company hires a communications specialist. Mandatory has been done. It is a cost item for the company but suppose to bring good ROI. Marketing manager is busy and has created a metric ROMI which highlights great ROMI returns and defenses his/her hiring. Revenue anyway seems to live its own life despite great ROMI (return on marketing investment).
Business strategies seem to have a tendency to live their own internal life. We will be the leading provider of... something. Financials have their own forecasting model but on powerpoint everything is tied together as a sound business strategy.
Marketing cannot find its relevance nor concrete reason to exist. Therefore head of marketing creates its own marketing strategy filled with positioning, key messages and action items round communications. Friends from advertising agency help in this effort. Marketing lives its own life. Someone from the junior staff helps with revenue generation efforts. Classical marketing stuff.
What if marketing was thought differently - as a key component of business strategy. We need to innovate to transform our offering, pricing, market position, digital presence, customer care.... our whole experience among customers. For sure traditional head of marketing is not on his/her comfort zone.
Who would you choose to lead marketing efforts if given task was following? Someone with advertising background - hardly. Someone from junior staff - hardly. Someone from sales - hardly. Who would you choose?
Little results because she/he positions marketing around communications - how company communicates its products... finding potentially a new angle to communications. Totally new advertising campaigns, new messaging, new logos and templates... refreshed communications. Unfortunately revenue didn't jump out from the roof despite internal applause. We even have now new colors.
Marketing is a victim of communications and advertising. Engineers do not communicate, manufacturing staff do not communicate... no one communicates externally - company needs someone to tell the story to the market. So company hires a communications specialist. Mandatory has been done. It is a cost item for the company but suppose to bring good ROI. Marketing manager is busy and has created a metric ROMI which highlights great ROMI returns and defenses his/her hiring. Revenue anyway seems to live its own life despite great ROMI (return on marketing investment).
Business strategies seem to have a tendency to live their own internal life. We will be the leading provider of... something. Financials have their own forecasting model but on powerpoint everything is tied together as a sound business strategy.
Marketing cannot find its relevance nor concrete reason to exist. Therefore head of marketing creates its own marketing strategy filled with positioning, key messages and action items round communications. Friends from advertising agency help in this effort. Marketing lives its own life. Someone from the junior staff helps with revenue generation efforts. Classical marketing stuff.
What if marketing was thought differently - as a key component of business strategy. We need to innovate to transform our offering, pricing, market position, digital presence, customer care.... our whole experience among customers. For sure traditional head of marketing is not on his/her comfort zone.
Who would you choose to lead marketing efforts if given task was following? Someone with advertising background - hardly. Someone from junior staff - hardly. Someone from sales - hardly. Who would you choose?
Hi,
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