In an earlier blog post, I stated "Strategies are simply plans to achieve a goal” and “strategies are simply well thought through longer-term plans” which is true, but their significance in organisations shouldn’t be missed. Its what governs what the entity actually does so for that reason, the strategy is ‘set’ and ‘owned’ by the Board (where one exists) and/or the CEO/Boss/Executive Team.
We all know that today, we’re operating in a new business world, yet for the most part, using old business models. Old models where hierarchy, positioning, risk, power and cash are the only things that matter.
Today’s business environment calls for organisations with purpose, winning the hearts and minds of your customers, attracting and retaining top-quality talent and the achievement of a range of outcomes, of course health, safety and financial targets are an integral part of this. All of these areas are enhanced when a smart marketing mind has a seat at the table and can have input into designing, setting or endorsing the strategy.
The marketer must also manage the operational factors that every organisation is challenged by such as understanding the customer and anticipating their needs, engaging, attracting and retaining talent, effectively managing cost pressures and increasing customer loyalty.
A great example of this happening is with Beef and Lamb NZ. Beef + Lamb New Zealand Ltd is the farmer-owned, industry organisation representing New Zealand's sheep and beef farmers.
Quick caveat, I don’t know if someone with the job title ‘Marketer’ influenced this example, but the whole point here is not about having the job title represented, but having someone who is a smart marketing mind who will bring a voice to, and focus on, the customer’s needs.
Anyway, back to Beef and Lamb NZ (ironically I’m a vegetarian!) … you will likely have seen in the media the rise of plant-based or lab-grown meats. So, a strong competitor entering the market at a time when consumers are looking for alternatives to “meat and three veg” for dinner seven nights a week. It seems they’ve embraced these emerging market changes and take a pro-active, leading role. They’ve developed a deeper understanding of what’s happening in all the markets they operate in and addressing the challenge of alternative proteins is a vital part of their 2017-2022 strategy. Smart!
Diversity of thought is powerful. Capable, diverse people shaping strategy will positively impact any organisation.
A call to action for businesses:
Invite these savvy, big-thinking, capable marketers to the table and give them space to share the market insights.
A call to action for all you smart marketing minds:
Make time to ‘think', be the most active advocate for your customers, and rise above the tactical level and drive organisation-wide initiatives to deliver ongoing value to customers. Because that is a huge part of how you provide value to your shareholders or funding stakeholders.
