The State of Marketing Today: A Call for Alignment and Impact
As a seasoned marketer with several decades of experience, I've witnessed the evolution of our industry firsthand. Right now, we find ourselves at a pivotal juncture, where the role of marketing is more crucial than ever - yet is still often undervalued or misunderstood. And as I am, personally, about to embark on my newest marketing adventure, I believe it's time for a paradigm shift - a call to action for both marketers and the companies they serve.
As marketing guru Philip Kotler once said, "Marketing takes a day to learn. Unfortunately, it takes a lifetime to master."
This sentiment underscores the need for ongoing learning, adaptation, and improvement. And a shared understanding of the value that marketing should deliver, and the position and responsibility that it should hold.
Below I’ve written a few thoughts down - those soapbox ideas that wake me up at 3am. Working together on this basis, we can elevate the role of marketing within our organizations and drive long-term sustainable growth and success.
Marketers at the Top Table
“Business has only two functions - marketing and innovation.” — Milan Kundera, Writer & Playwright
We need more marketers at our top tables and on our boards. Marketers bring a unique perspective – the voice of the customer, deep insights into markets, customer needs, and competitive dynamics. CMOs and senior marketers are typically highly commercial, strategic, analytical AND creative, with strong technology skills and financial understanding. They possess the ability to bridge the gap between customer needs and business objectives, driving growth and profitability.
Proving Our Value
"Marketing's job is never done. It's about perpetual renewal - perpetual re-creation." - Regis McKenna, Marketing Pioneer
However, marketers need to prove their value consistently. We must deliver tangible results, prove ROI, collect and share knowledge and insights, and collaborate seamlessly with sales, product, and finance teams.
Gone are the days when a clever idea, well-targeted product launch, or on-brand creative was enough. Advertising needs to be effective, customer journeys documented, budgets well-managed, insights data-driven, and communication needs to be clear and well executed (if they don’t understand, you’ve not communicated, you’ve just talked!).
Trust and Empowerment
"Marketing is no longer about the stuff that you make, but about the stories you tell." - Seth Godin, Marketing Guru
Companies need to trust their marketers and empower them to succeed. If you want us to deliver, give us the time and appropriate resources to do so. Understand that marketing is not just brochures, websites, emails, and advertising. It encompasses strategy, branding, risk and reputation management, customer experience, communications, digital, AI, data, events, creative, content, products, pricing, and much more – a constantly evolving landscape.
Also, understand that your marketing team is striving to stay on top of the latest trends, skills, technologies, and changes, often without adequate time or support to do so. They do this on their own time because they know this is necessary to remain relevant and continue to drive success and growth for their companies.
Earning the Right to Have a Voice
"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter Drucker, Management Consultant
Successful marketers demonstrate expertise, generosity, and an unwavering commitment to their craft:
We should be experts in our field and give that expertise back to the marketing industry to help it grow and develop.
We must be generous with our knowledge, sharing it with our teams, colleagues, and industry.
We need to be curious learners, continually expanding our knowledge about our industries, customers, and competitors.
We must be patient as we strive to educate those around us about the true value of marketing.
And, most importantly, we must be brave with our voices, challenging and speaking up.
Only by truly living these principles can we rightfully claim the authority to shape opinions and drive positive change within our field.
Practical Steps for Alignment and Success
To foster alignment and success, both marketers and companies must take proactive steps. Here are 9 practical suggestions (in no particular order) from someone who is living this world every day:
Establish a Seat at the Table: Ensure marketing has a strong voice and representation at the highest levels of decision-making, including the board.
Invest in Continuous Learning: Allocate resources for ongoing professional development, enabling marketers to stay ahead of trends and acquire new skills.
Embrace Data-Driven Decision-Making: Leverage data and analytics to inform marketing strategies, measure impact, and optimize campaigns.
Foster Cross-Functional Collaboration: Break down silos and encourage collaboration between marketing, sales, product, finance, and other teams.
Prioritize Customer-Centricity: Embed customer insights and feedback into every aspect of marketing, ensuring a customer-centric approach.
Encourage Experimentation and Innovation: Create a culture that embraces calculated risks, experimentation, and innovation in marketing efforts.
Measure and Communicate ROI: Implement robust measurement frameworks to quantify the impact of marketing initiatives and communicate ROI effectively.
Celebrate and Share Successes: Recognize and share marketing successes, both internally and externally, to build credibility and inspire others.
Align on Marketing’s Value: Ensure senior leadership and your Marketing leaders have a common understanding of the position and value of marketing in your organisation.
As Marissa Mayer, former CEO of Yahoo, once said, "Marketing is a leadership role, not a functional one." Let's embrace this mindset and elevate marketing to its rightful place as a strategic driver of business growth and success.
The state of marketing today demands a shift in perspective and a renewed commitment to alignment and impact. By earning a seat at the table, proving our value, and fostering trust and empowerment, marketers can unlock the true potential of marketing. Only in partnership with business leaders can marketers help redefine the role of marketing, driving innovation, customer-centricity, and sustainable growth for our organizations and the industry as a whole.
A Personal Note:
Now, as I’m poised on the edge of my professional journey, I’m reminded of the incredible potential that marketing holds. It is a privilege to work in this field, and while it is not always a smooth journey, I’m excited about what the future holds for us all. Let’s challenge ourselves and our companies to be better, to do better. The future of marketing is bright, but it requires commitment, collaboration, and a willingness to innovate and adapt. Together, we can achieve remarkable things.
I’m looking forward to continuing this conversation and driving positive change in the marketing and wider business world.
