Should Marketing, like Sales, have quotas?
How often do we hear, “what’s the value that you marketing folks provide to the organization?” How often do we deal with the first round of annual budget cuts hitting marketing first?
If we do our job right and we develop marketing that is customer-focused, enlightens customers with the unexpected, resonates directly to them, helps explain the “why” of our products or features and, we measure and adapt learning based on why we win what we win or lose what we lose, marketing should be valued by those who pay our salary.
Yet, not all companies get marketing.
How often do we hear, “what’s the value that you marketing folks provide to the organization?” How often do we deal with the first round of annual budget cuts hitting marketing first?
If we do our job right and we develop marketing that is customer-focused, enlightens customers with the unexpected, resonates directly to them, helps explain the “why” of our products or features and, we measure and adapt learning based on why we win what we win or lose what we lose, marketing should be valued by those who pay our salary.
Yet, not all companies get marketing. They can measure sales and create metrics for operations and finance but too often companies ask where the value is in marketing. Yes, the web and social media provide metrics and, that enables marketing to show results, ROI and possibly gain value with regard to the marketing mix that uses these media. We can always calculate cost per lead, acquisition costs and other related metrics.
Yet, still, marketing budgets gets cut first.
Marketing: Making it accountable
