Join Drew Boyd for an in-depth discussion in this video Assembling the team, part of Marketing Foundations.
Good marketers know the value of a diverse and talented team of colleagues to help develop and execute their marketing strategy. You'll need to draw on their expertise, their market knowledge, possibly their resources, and their network. Your team will include colleagues inside the company, as well as external partners, like advertising and promotional firms. Let's review the various roles of your cross functional team. First is finance.
Your finance department plays a very important role in making sure you have sufficient budget dollars to execute your plan. Now it may at times feel like the finance guys are there just to cut your budget, but believe me, they want you to succeed. After all, the marketing effort is the key to achieving revenue goals. Without your efforts, budgets might have to shrink even smaller, making their job even tougher. Finance partners will also help you in the measurement phase of the planning process. They'll help you quantify your ROMI, return on marketing investments.
And they'll help find ways to improve it, in the next business cycle. Marketing research is another key role you'll need in your team. Your company may have a separate marketing research department, or it may outsource it. But either way, you'll need their help understanding customer needs, testing new product concepts, or perhaps testing a new advertising message. Marketing research can be applied at just about every step of the marketing process. So, be sure to get their advice on the best way to use this important resource.
Next is your technical team. These are the people who develop your products and services. They might be engineers or scientists in an R&D department. Or perhaps software developers. It depends on the nature of your business. You'll need their help making sure your products and services deliver the right benefits to delight your customers. Speaking of delighting customers, be sure to involve your design team. In many companies, design is a separate department. And they can help make sure your products and services are delivering the right experience for your customers, to build and enhance the brand promise.
Most companies have a sales function, and you should enlist their help in developing a marketing plan. After all, they're on the front line, day to day. And they have a lot of insight about your customers, and your competition. They'll have ideas about the selling tools they need to succeed. Be sure to get their input. Depending on your business, you may also want to involve colleagues from manufacturing or operations. These are the people who make the products and deliver the service.
A customer support team for example, might have great insights about customer complaints or service issues. External partners might include your advertising agency. Your branding company, a public relations firm. And perhaps a marketing consultant. They're there to help you succeed. So, make them a part of the team from the very start. Once you've identified the key players on your team, make sure they're aware of your planning schedule. That they know their role, and they know the expectations that you have for each other in developing a great marketing strategy.
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success