Video Transcript

So imagine you’re a business owner on an executive team, a president of a company, or you really are one of those things and you’re on what we’re starting to call the doom circle. You don’t understand how marketing should serve your organization. You don’t get the results you want. It’s kind of a mess. And so you deploy some resources or some tactics or some people, and then you kind of end up back where you started, where you’re like, “That didn’t do what I wanted it to do” or “it didn’t push the needle” or whatever it is.

And then you deploy a difference set of resources or tactics or whatever, and you kind of end up back in the same place. I want you to know that this is a problem that you can solve. It’s really about alignment and alignment with how marketing should be serving your organization. What is your business model? How are you making money? Who are your customers? Who are your competitors? What are your business goals?

Starting with that alignment phase can help give you the clarity you need to understand what should your marketing strategy be? How should you be deploying your resources and what do you actually need to be doing tactically? And it’s really important that marketing have a voice at the executive level.

That doesn’t mean that you need to have a CMO. It just needs to be that there is someone inside at the executive level that really has that buy-in and really cares about what marketing should be doing. So it has a voice at the table all the time so it doesn’t become an afterthought. Having this kind of alignment is really table stakes. It’s not going to solve all of your problems, but it’s really about a mindset shift that can get you to a different place. It may be work that you can do internally with the people that you already have. You may need an external partner, but really, really getting up to the front before you start just going through this doom cycle is going to make all the difference.