I ran across "Six Survival Strategies for the High-Tech Marketing Executive" from Basil Harris, Jr. that I liked. I am not now nor have I ever been a marketing exec, but I want them to do well: 1) because I have friends who bear that exalted title, and 2) because these are the people who are in a position to hire my copywriting skills. We're all in this together.
As the heat gets turned up in companies to produce more with less, marketing is often the first group to get its toes scorched.
This is sadly true. Basil suggests that this is because marketing's contribution is not self-evident to everyone. So he suggests 6 things to do:
"1. Don't take 'no strategy' for an answer." You have to have a strategic plan, otherwise you risk confused messaging, poor positioning, and failing programs. As a high-tech marketing exec, champion the process yourself.
"2. All roads lead from the customer." You need feedback from your customers. Basil goes on to suggest several strategies for accomplishing this, and suggests that you keep Sales involved. Good suggestion.
"3. Goals without plans are vapor." You need marketing goals linked to concrete, measurable activities. Thoughtful and detailed analysis will see your goals through... and justify them to the other execs looking over your shoulder. Better yet, tie your goals to corporate strategy and prove how you achieved them.
"4. Make sales your best friend." Not always the case! Sales blames Marketing for not giving them the hot leads and hot tools they need to close sales, while Marketing complains that their leads and tools go into a black Sales hole. Basil suggests that you can fix this by treating Sales as your most valued customer. He suggests some ways, including jointly planning customer engagements and customizing marketing materials to specific stage requirements.
"5. Metrics, metrics, metrics." This says it all... you need to measure anything that moves, and also tie your marketing dollars to a valuable outcome.
"6. Do more with less." Hone your team to a fine edge with cross-training.
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