From the course: Building a Winning Enterprise Marketing Strategy
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Communications alignment
From the course: Building a Winning Enterprise Marketing Strategy
Communications alignment
- [Instructor] When I was a vice president of marketing at GE, years ago, I noticed that a lot of what my team was expected to do was simply communications. And that was bad for two reasons. Number one, communications were devoid of strategy. If marketing was not involved in developing strategy and then executing it, we're just simply doing the communications work, we were just too far away from the narrative that the company was trying to tell. And secondly, we had other skills that were not being utilized, right? In the sense that we could have been developing the strategy and then integrate into communications to the strategy. So communications is a place where companies really lose their way in the sense that, what they are articulating to customers on the market, may or may not be right on strategy. So it's really important that you integrate your communications work to the strategy story that you're trying to tell.…
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