Ask 100 people what marketing means or what the marketing team does and you’ll get 100 different interpretations of it. Many also see it as a ‘low value’ function, a ‘fluffy’ part of the business, one ‘anyone can do’ … sure, like any job, anyone can do marketing, but not ‘anyone’ can do it well.
There’s a whole lot of activity that comes under the umbrella of marketing, but often what people think of when you ask them what marketing is, is advertising.
Mark Godenho of Simplify & Amplify talks in his blog about the difference between marketing and advertising and a whole lot in between. It’s a good read – head here and check it out. It also gives good context and reminds us of the fundamentals of marketing.
So I’m not talking about advertising here, it’s the overarching business strategy and the subsequent marketing strategy that I want to talk about.
Investopedia have a good definition of a marketing strategy, one I’ve used before:
“A marketing strategy is a business' overall game plan for reaching people and turning them into customers of the product or service that the business provides. The marketing strategy of a company contains the company’s value proposition, key marketing messages, information on the target customer and other high-level elements.
The marketing strategy informs the marketing plan, which is a document that lays out the types and timing of marketing activities.”
Strategic marketing discussions are where the big decisions get made.
If a commercial business’ success is ultimately determined by its profitability, which is impacted on by its revenue generation, which is driven by sales and marketing efforts then surely, it’s worth those at the ‘top table’ talking about marketing, proper marketing.
If the business strategy, and the ongoing executive team and governance conversations aren’t putting the spotlight on customers, their uptake or views on the products or services offered, which competitors are gaining ground or shaking things up, then there’s a gaping hole and one that could dramatically impact the results.
Marketers need people around them to know what marketing actually is and what it delivers. People who value their efforts, they need to raise their profile, and demonstrate and discuss the impact of great marketing as it delivers the strategic goals of the organisations.
Executives and Directors would do well to ask those gnarly marketing questions during strategic planning sessions and throughout the year.
Better yet, as the long-term business plans get shaped, the marketing leaders are in the room too, and everyone’s involved in asking the right questions, making the decisions and designing the plan.
