Having just come to the end of our marketing planning process, I’ve been reflecting on the role of Marketing & Communications and the value it brings to a business. As an M&C leader, my role is about balancing marketing activity with what will yield the biggest impact and value to the business. It’s something we discussed at length when my team got together earlier this month. The mantra that guides us is: Do Less, Be More. It's one of five team mantras we came up with during our offsite in Athens last year. We've named them our Five Athens Agreements, and I’ll be unpacking them in future posts. So what does “do less” mean? It keeps our efforts focused on the activities that matter most. We have finite resources and budget - but these sit alongside big aspirations. So “being more” is about how M&C can add the most value by being more strategic and driving commercial results. Across every industry, I think there’s an opportunity to re-educate organisations about the M&C function. It’s really important that colleagues in other disciplines realise the value we can add, so that we can do the best possible job. I liken our role to that of putting on a play. Often there’s a misconception that the marketing department is there to deliver a creative campaign, or a video, or a new website. These elements are the ‘opening night’ of a theatre production. But this overlooks the fundamental strategic elements. Because of course before a play is put on, other elements have to be worked out first - who’s the audience, how will we sell the tickets, how to make it commercially viable, as well as all the production work behind the scenes. So Marketing isn’t just about execution. We first must pull together our insights and input on the overarching business goals and challenges. This is why marketing leaders need to be clear and focused about M&C’s value. I always like to see how other Heads of Marketing approach this challenge. I agree with what Margaret Molloy 🙋♀️ of Siegel + Gale says, that Marketing as a profession is about driving business performance, a blend of analysis and creativity. Sophie Devonshire⚡️, CEO of the Marketing Society, has spoken about the need to establish Marketing as a function that’s critical to business success, and one that aligns creativity with commerciality. So let’s bust Marketing & Communications out of the silo and keep in mind that it’s not only about creative execution or a support function. It’s a strategic function that drives commercial performance. How about you? I’d love to know from my peers - how have you been able to capture the essence of M&C’s value?! #marketing #bemore #performance #teamwork
Love this Sally
Love this Sally Croft! ❤️
Enjoyed your post Sally Croft. I would build on it and say rather than thinking about re-education as marketers we need to think about promoting Marketing and Communications, as actively as any brand, product, or service we are working on. I would extend the theatrical comparison and encourage teams to “read the reviews” after the play has opened. By which I mean gather qualitative and quantitative feedback and use it in several ways. To evolve/improve current and future campaigns. To provide learning opportunities for the team and the organisation. Finally, to broadcast successes to the organisation and so secure more resource, budget, and input. This will build on the point Sophie Devonshire⚡️ made about proving that Marketing aligns both creativity and commerciality.
we need action now. You say "It’s really important that colleagues in other disciplines realise the value we can add". Others say this too, as you note. But the biggie is "How?". Truth is that the dial has barely moved in most organisations. And the trade associations haven't succeeded in getting the message across (in most, but not all, industries). Might have to start a Forum on the subject to start gettign the message across better! Are you in? Px
Great write-up, Sally, and I am looking forward to the following four points in the Athens series. Moving goals from activity-based to outcome-based goals is a great help for me. Marketing's role as a strategic function in the revenue camp is one of the more exciting transformations of our professions!
Love your post! Marketing as a true business enabler. From what u want to achieve to collecting relevant data then getting insights and using these to activate/ make adjustments, creating impac to reach strategic business objectives!
Hi Sally, your post is an excellent expose about the value of Marketing and Communications (M & C) missions of a company and the crafting of creative high value high return marketing programs within cost, effort and time boundaries. Based on your M & C missions, I would love to start a dialogue with you to assess the value of my game changing brand, "ALL-LINK®" 'as it relates to Ericsson's missions to provide global connectivity of everyone, everything and everywhere. Ericsson would make a perfect home for my "ALL-LINK®" Brand IP deliverable portfolio, all-link .com,.io,.ai, .org, all-linkglobal .com, .io, ai, etc. and 800-ALL-LINK for which I'm seeking a mentor ,partner or buyer. I welcome and opportunity to speak with you. Thank you, Norm https://universalcommsolutions.com
Erica Seidel this post seems right up your alley, coming from the enterprise side of the street.
Marketing Advisor | Board Member | Global Chief Marketing Officer | Ex Siegel+Gale, GLG, Siebel Systems | B2B | Simplifier | Super Connector, Convener, Speaker | Brand Builder | Personal Branding | 🇮🇪🎤 📈
2yAppreciate the shout on the blend, Sally. ( Siegel+Gale )