This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
Technology is changing everything – how we communicate, how we shop, how we travel, how we are entertained, how we network etc.
I am sure you have heard the observation that today the world’s largest hire car service owns no cars (Uber), the world’s largest accommodation brand owns no properties (Airbnb), the world’s largest media network creates almost no content (Facebook), and arguably the world’s largest retailer has no stock or stores (Alibaba).
It is therefore natural that it is having a huge impact on a business function as essential as marketing and sales. Yet time and again we hear of businesses and marketers being caught unaware by technology.
And this is what happens….
But how can the CEO tell if their CMO, General Manager Marketing, Marketing Director or Marketing Lead needs to be thrown under the technology steamroller to save the company?
Here are five things the CEO should question his marketing lead about:
Do you have a marketing strategy and plan aligned to the business objectives?
Too often the marketing function will appear to operate almost separately to the objectives and the strategy of the business. Marketing needs to be aligned with the overall business plan.
To be able to achieve this, marketing needs to be included in the business planning process and have a clear understanding of their role and responsibility in delivering the outcomes required.
If your marketing lead is not able to show how the marketing plan is aligned to the business, it could be because either they are not integrated clearly into the business, or it could be because they are not the right marketing lead for your organisation.
Does this marketing strategy and plan support all aspects of the business?
The role of marketing is to create and manage the customer experience. (Marketing is not just advertising and communications). That does not mean they deliver the customer experience. It means they co-ordinate and collaborate with all aspects of the business that interact with the customer including call centres, sales, retailing, online, channels and the like.
This means that marketing leads need to be expert collaborators with all areas of the business to ensure a consistent customer experience leading to delivering the desired outcomes and objectives.
If your marketing lead is not liaising and co-ordinating with all areas of the customer interface within your organisation it means they are working in isolation and it is likely underperforming in their contribution to the revenue results.
How is digital technology integrated into the plan to enhance the customer experience?