If you listed out all the areas of your responsibility, would marketing be on your priority list?
As a business leader you take responsibility for your business, both the direction of its long-term strategy and generally keeping the ship on course, steering it through any stormy squalls - expected or unexpected.
If you listed out all the areas of your responsibility, would marketing be on your priority list? If it isn’t then it should be, because marketing is fundamental to your growth and delivering sustainable revenue. You wouldn’t want to be delegating something that important to someone more junior in your organisation. Yet that is exactly what happens in so many SMBs.
Marketing is a strategic function, not just a series of reactive tactical activities. Marketing is not just having a website, producing a brochure for sales when they think they need one or posting a few comments on social media. It’s about developing the right market position to achieve your business goals, ensuring you really understand your customers’ needs and what they think of you; it’s about developing effective communications with all your stakeholders – and so much more.
Leading the business means ensuring your marketing is supporting the achievements of your corporate goals. Your role is to direct the marketing activity, communicating the business strategy to the marketing team, setting realistic budgets and recruiting the right marketing resources to enable you to achieve measurable results. Your role is not to manage marketing and certainly not to be ‘doing’ marketing. You set the destination and plot the course – strategic marketing will help navigate the ship into the safe harbour.