We know that a lot of folks don’t get marketing. In many companies, it’s one of many cultural issues that need to be addressed. I’ve learned the hard way over time that marketing is both internal and external… not a new thought here, but one that often needs to be reinforced, almost daily.
it’s one thing to show tables and charts, it’s another thing to create consistent legions of believers across an organization. So, my question is how do you intangibly market marketing to internal stakeholders? No doubt, with today’s technology, measuring marketing’s ROI is easier than in the past. However, it’s one thing to show tables and charts, it’s another thing to create a positive perception that is tangible across an organization. So, my question is how do you intangibly market marketing to internal stakeholders?
Obviously, metrics help. I spend a lot of time educating my internal audiences from the C-Suite to the admin assistant and everyone in between. I’ve sat with Sales, Operational and Finance Execs and have had them open up spam emails and walk them through click-throughs, landing pages and digital tracking and, I watch their eyes light up.
A few other approaches I’ve deployed include creating an annual internal marketing plan separate from an external plan and then deploying strategies such as creating alignment with not just Sales, but also with all other functional leaders and peers. Other approaches have been to start meetings (when marketing is the lead) with appropriately stated branding statements and comments on existing activities and results, practicing different elevator speeches for the times when I or my team run into people who ask, “how’s it going,” having team members grab lunch at least once or twice a week with peers and providing contests and prizes to sales people when presenting to them at company sales meetings.
What ideas have worked for you in helping your organization value what marketing can do?
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