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How well marketing supports business plans
Marketing leaders are often brought in to be a ‘change agent’. Whether you’re involved in larger strategic projects or small changes within the marketing team, change is often a challenge. In this roundtable we chatted about why change is needed, how it might falter and what makes for success.
Effectively managing change
Marketing leaders are often brought in to be a ‘change agent’. Whether you’re involved in larger strategic projects or small changes within the marketing team, change is often a challenge. In this roundtable we chatted about why change is needed, how it might falter and what makes for success.
What makes for a good marketing leader
One thing is certain in a marketing role. You’ll want to show the impact marketing has – to the leadership team, board, stakeholders or the wider business. At this month’s roundtable we chatted about what quick wins you can show, what successes are longer term and what milestones you can put in place that will show progress.
How to show impact: quick wins and long-term success
One thing is certain in a marketing role. You’ll want to show the impact marketing has – to the leadership team, board, stakeholders or the wider business. At this month’s roundtable we chatted about what quick wins you can show, what successes are longer term and what milestones you can put in place that will show progress.
Building your credibility
How you’re positioned in your business is critical to your success. If your boss and colleagues don’t rate marketing in general, it’s an uphill struggle to prove yourself, whatever your experience and knowledge. So, what’s the answer?
Bridging the gap from business strategy to marketing operations
A key role of marketing is to make sure the strategy, plan and activity supports the business’s objectives. Without that, the risk is scattergun marketing and it’s hard to prove the value of marketing
Marketing’s role in employer marketing
How do you ensure you recruit the right candidates for your business, make your company attractive to work in and encourage people to stay? In our December roundtable we talked about three key bits of thinking to take into consideration and then discussed what makes for good (and bad) employer marketing and the role marketing can play to support the HR team.
Developing a ‘journey brain’
Marketers are familiar with the customer journey. It’s the starting point for our thinking, strategies and plans. But what are the other ‘journeys’ in the business – employees, other stakeholders, growth? How can marketing contribute to and enhance these?
Recruiting & resourcing a stellar marketing team
In resourcing and recruiting there are a host of different factors to consider. To focus the discussion we looked at three themes which served as thought-starters: skills, roles and fit.
Getting your FD onboard and loving marketing
A marketer’s relationship with the FD is key. They can test your plan, help develop a metrics dashboard and facilitate budget conversations. However, it’s not a given that your FD will be on-board with marketing. So how can you gain their buy-in and enthusiastic support
What does a business leader need to know about marketing?
Why is it that the same marketer can thrive in one organisation and shrivel in another? It has a lot to do with what the leaders and other key players think about marketing: their perception of it, the level of support and encouragement – and what experience they have of what good marketing does.
How marketing supports sales: volume, margin and lifetime value
Marketers are often asked to generate more leads in response to a business growth goal. This is volume growth, but it’s not always the kind of growth you need or want. In fact, marketing (working closely with customer service and sales) can support different kinds of growth – existing customers, warm prospects as well as engaging with the right prospects.