I’ve been talking in my last four posts about the first four of five steps that B2B marketers need to take to grow the link between marketing and the business leadership. There is a real need for good marketing out there. And in my experience, it is possible to grow the link between marketing departments and the businesses they serve. It takes time, care, and proof of delivery to create trust. It requires a brilliant and dedicated team of marketers committed to the cause and it requires the preparedness of a few business executives to go on the journey to provide air cover. I think there are five steps that B2B marketers need to take to grow the link between marketing and the business. Time for the final step!
We need to market marketing into the business. It is a source of fascination to me that the function that prides itself on communicating to the external market is so poor at communicating internally and selling in the concept of marketing to those in the business. We need to market marketing starting from the assumption that our internal audience does not know what we do and we need to take the time to explain. As marketers we should know how to market. But we need to take the time to market ourselves as much as our products, services, and organisations. We need to apply all of the skills that we have learnt in this profession over the last forty years – on ourselves. So, get some advocates within the business that can argue your case. Meet with your senior business leaders more frequently. Find ways to be visible regardless of the geography or hierarchy. When you have success in terms of concrete numbers and impact on revenues, make sure the rest of the business knows about it. Make sure your best marketing materials are visible in the offices where your executives work. And have a new visible thing every quarter so that your materials do not become part of the wall-paper.
There you have it: a new Marketing Manifesto. Focus on business KPI outcomes not marketing KPI inputs or outputs. Be strategic. Cut out the jargon. Train and recruit. And market marketing internally as well as externally. The first three – outcomes, strategy,and jargon-cutting – are your foundations: critical to building trust between the business and the marketing team. But you won’t make real progress until you’ve got the final two processes – training and recruiting, and marketing marketing – up and running – and people in the business are talking about the trust that has been built.