Bringing Marketing back on the table
“You’re either at the table or you’re on the menu”, that single line rightly sums up one of the worries currently facing today’s marketing managers: their relevance. This quote was first used by politicians but is slowly becoming a mantra in the marketing world. Marketing can propel a company forward to achieve a broader reach and increased sales, but this aspect is often overlooked.
As Mariam Mahmood, the founder of Haus of Hendricks, explains:
“Too often, we hear how the importance of marketing and the skills that marketing managers and teams bring to an organization, are misunderstood and undervalued.
CEO’s and senior management frequently focus on service and sales areas as the main income generators and drivers to success. Since organizations work from the top down, it is easy to see how marketing can become devalued quickly, internally and externally.
That’s why building a strong relationship between the CEO and the marketing manager is essential.”
Overcoming these boundaries in your workplace doesn’t have to be a difficult task; often it is just about building relationships, gaining respect, and understanding from the top.
Mariam shares her TOP 5 TIPS of how marketing managers can improve their relationship with the CEO:
- Monitoring and evaluation
Return on investment (ROI) is often linked to sales but it can also demonstrate the effectiveness of your marketing campaigns. Build evaluation metrics into communications you deliver and use that information to produce a monthly or quarterly activity report for the CEO that can help highlight how marketing is much more than lead generation. Reporting this activity can often be time consuming and tedious, which is why our team of market analysts is ready to provide insights for a more efficient process.
- Keep marketing on the agenda
Schedule in regular catch-ups with the CEO to ensure you’re up to date with progress on the company’s P&L, any upcoming activities or issues you may need to produce communications for. Once senior managers see the support you’re being given from the top and the benefit their areas will receive with your support, they’ll soon be on board.
- Make the CEO your brand ambassador
Your staff wants to hear from them and the media want to interview them so it makes good sense to develop your CEO into the main spokesperson and brand ambassador. Start them off by giving them a regular communications slot through a blog, planning a content schedule for them to follow. With added guidance from our in-house online specialists, we would be able to provide your spokesperson with the most efficient and concise content management services.
- Make them a part of your team
See the CEO (and wider work force) as an extension of the marketing team. Every conversation, meeting or social media update is as important as a scheduled campaign. Brief the CEO (and wider staff) on the campaign and the role they can play in ensuring its success. While briefing can be challenging at times, Haus of Hendricks is prepared to offer tips and speaking points that would ease your experience as a team.
- Plan ahead
Work with the CEO to identify the key areas for your annual marketing strategy, ensuring it feeds into the corporate plan and keep them involved as it progresses. If the CEO buys-into a marketing strategy and then leads-by example, others will follow, which will help you to achieve your goals faster. Our team can serve as an external counsel in these areas by providing an outsider’s viewpoint to achieve your goals.
If you need support evaluating your brand or planning your marketing activities for the year ahead, book in for your FREE ten-minute telephone consultation with Haus of Hendricks at hausofhendricks.com
Still not sure what to do?
At Haus of Hendricks, we have worked in the industry for over 10 years, exercising some of the world’s best brands and advising those who are just starting out. Our team of creative people will breathe life into your vision. We believe in using the synergy of art, design, and communication to create an unforgettable brand. We will help you at every step of your journey from building strategy, creating designs, strong digital presence to advertising. If you would like to learn more about how Haus of Hendricks has made this thinking visible and valuable for our clients’ brands, let’s talk today.