Hiding behind tired excuses isn’t going to work anymore. You have probably heard them all before:

Measurement doesn’t matter, we’re building a brand here

We need more impressions to really know what is going on

Marketing is different from sales or finance

Move over old school marketers. A new breed of marketer is taking over, one who uses both a left and right brain approach, marrying creative and analytic viewpoints. Thanks to the proliferation of digital media and CRM technologies, we marketers can make commitments, measure results and close the loop. Building a brand is besides the point. Building a business is the point. If we do the right things we will build a brand and build a business. One without the other is missing the point. We need a common framework and cultural norms so marketers see themselves as growth drivers, accountable for making their numbers. We also need to help our team to understand that the world has changed and give them the tools to thrive in this new environment.

What makes up this framework?

• Building monthly plans with firm forecasts and hard metrics
• Auditing results regularly to assess performance vs. goals
• Applying agile, adaptable project management to make sure the truly important things get done
• Encouraging calculated risk taking to keep curiosity and creativity alive and well
• Fostering a culture of open and honest self assessment based on data

It is simply about connecting marketing with higher level business goals. We all need to make mistakes, learn and adjust. It sounds a lot like life.

Interested in learning how to make this happen in your organization?

Email us at fmdays [at] tangyslice.com or check out some of our recent posts.

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