Large company, big table, huge marketing team, small conference room.
As we all sat there looking quite uncomfortable, if not collectively constipated, I finally asked:
“So, what marketing activities are you developing and executing?”
More collective constipation. No one spoke.
For a moment I thought we were in the wrong room, which was silly, because we weren’t, considering our contact had met us in the hall and led us to the small conference room.
“Well, we’re just so busy we haven’t had time to use your software,” one of their team members responded.
Busy doing what? I thought.
As if she heard me, she continued. “We’re responsible for creating air support for the division marketing marketing managers so they can execute their regional campaigns. That takes a lot of our time, you know.”
Wait, what? Air support? Regional campaigns? What the heck are you talking about?
This isn’t the first time I had this “out of body” experience. Fifteen years ago I had these same painful conversations at very large Silicon Valley technology companies, and every year since there’s been a marketing “Ground Hog Day.”
Whether you’re a big company or a small one, you need to develop an integrated and comprehensive strategic marketing plan that includes:
- Marketplace positioning
- Primary brand/product/service messaging
- Target markets
- Target buyers and influencers
- Strengths and challenges
- Marketing and media relations editorial calendar
- Marketing deliverables and activities
- Timeline of activities
- Activities measurement
Actually do stuff and understand the greater business growth context in which you do that stuff.
Remember, marketing isn’t supposed to be collectively constipated; you’re supposed to generate visibility, traffic and leads for your company.
We can bring relief. I promise.