Let’s face it – CEOs and COOs can’t afford to be hands-off when it comes to marketing. It’s not just about flashy campaigns or catchy slogans. Marketing is the engine that drives growth, and as leaders, we need to be firmly in the driver’s seat.
At OTM, we work with countless small and medium businesses in the B2B space. One recurring challenge we observe is the disconnect between leadership and marketing – whether it’s an in-house team or an agency partnership. CEOs and COOs often feel overwhelmed or unsure how to navigate the marketing landscape, while marketers struggle to secure the necessary buy-in and resources to execute their initiatives effectively.
It’s time to bridge that gap. Here are three key areas to focus on when collaborating with your marketing team or agency:
1. Lead with Vision
As the CEO, you’re the visionary. You set the company’s course, and marketing should be an integral part of that journey. Don’t just tell your team to “increase brand awareness.” Paint a vivid picture of what success looks like.
If you’re the COO, your focus is on execution and results. You need to translate the company’s vision into tangible outcomes that marketing (and often sales) can deliver on.
- SMART Goals: Craft marketing objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound.
- Connect the Dots: Help your team understand how their work and goals contribute to the bigger picture – the company’s overall mission.
- Lead the Charge: Be a brand champion! Engage on social media, speak at industry events, and share your company’s story. Elevate the team and company to your level of engagement, setting the standard for everyone.
2. Get Strategic
Marketing is more than a collection of tactics; it’s a strategic discipline. We often encounter businesses fixated on specific actions like “boosting SEO” or “revamping the website” without a clear strategic foundation.
Your role as a leader is to bridge that gap. Engage in the upfront planning process, not just the final approval. This active involvement will deepen your understanding of the ‘why’ behind marketing initiatives, enabling you to set clear expectations and evaluate performance more effectively.
- Ask the Right Questions: Challenge your marketing team or agency to think critically about their target audience, key messages, and chosen channels. Ensure they can articulate the strategic rationale behind their recommendations.
- Understand the Metrics: Ensure you’re tracking the right Key Performance Indicators (KPIs) and using data to guide your decisions.
- Balance Creativity and Analytics: Encourage innovation and experimentation, but always ground marketing efforts in data and measurable results. Think of it like a stock portfolio: you need a balance of safe, predictable investments and a few calculated risks to uncover breakthrough opportunities.
3. Set Clear Expectations and Define Decision Boundaries
Your marketing team or agency is a crucial partner. To maximize their effectiveness, establish clear expectations and define decision-making boundaries from the get-go. This fosters alignment, empowers your team, and streamlines execution.
- Delegate Wisely: Identify tasks and decisions that can be entrusted to your team or agency, such as tactical execution, content creation, and campaign optimization. This promotes agility and efficiency.
- Maintain Strategic Control: Reserve high-level strategic decisions, like brand positioning, target audience definition, and budget allocation, for leadership review and approval. This ensures alignment with the overall business vision.
- Transparent Communication: Cultivate open and transparent communication across all levels – leadership, marketing, and any external partners. Regularly review progress, provide constructive feedback, and address any challenges head-on.
By creating a predictable framework with clear decision-making processes and open communication, you empower your marketing team to thrive. Ad-hoc approvals and last-minute changes (the dreaded “mystery voice”) waste time and resources. Instead, set clear boundaries and empower your team to operate within a well-defined system. This fosters efficiency, accountability, and ensures your marketing efforts stay aligned with your company’s overarching goals, ultimately driving sustainable growth.
4. Embrace Data-Driven Decision Making
Data is the language of marketing. As a leader, you need to be fluent.
- Use Analytics: Track website traffic, lead generation, conversion rates, and other key metrics.
- Make Informed Decisions: Use data insights to identify opportunities and optimize your marketing strategy.
- Communicate Results: Share key findings with your team and stakeholders to showcase the impact of your marketing investments.
Remember:
Marketing isn’t a cost center—it’s an investment. When paired effectively with your sales team, it becomes a powerful growth engine for your business.
By taking an active role in your company’s marketing, you’ll unlock its full potential to drive growth, build brand awareness, and achieve lasting success.