Home › branding

Are Marketing’s Contributions Valued By Your Company/Client?

Mon, 05/12/2008 - 01:00 — admin

It’s All About Performance

It’s frustrating to feel that your hard work isn’t appreciated.

But maybe your hard work isn’t valued because there’s no clear link between your work and improved business performance, i.e. revenue growth.

A recent post in Search Engine Watch reminds web analysts that their job is to provide information that helps the company maximize business performance, not simply to create comprehensive, complex databases. It reminded me that every individual in the organization, including marketing, needs to ensure their contributions result in enhanced business performance for the company (or their client.)

Sales and marketing functions have been forced into separate silos in many companies for so long that lots of marketing folks have forgotten that selling is the point of marketing. Too often generating sales is assumed to be the sales department's responsibility alone when it should be viewed as an organizational effort.

Can you explain how the brand strategy you’ve painstakingly created, the results of the focus groups you’re contemplating, increased ‘engagement’ or new creative will ultimately contribute to increased sales?

If not, reexamine marketing strategies and tactics to ensure they meet the business performance objectives of your company or client.

Syndicate content