In order to run a successful business, we must think of marketing as a system. A system is defined as “a set of things working together as parts of a mechanism or an interconnecting network.” When marketing is working as a system, it adds enormous value to an organization. It feeds its overall objectives, its disparate parts and initiatives work in sync with each other. Thus, the momentum builds on itself.
Generally, businesses focus on tactics over strategy. They are obsessed with performance and what each tactic will deliver. Instead, businesses should set “system-wide” goals. Tactics need to be selected and driven by the actual objectives of the organization. And, most importantly, consideration needs to be given to how they will interact with and feed off each other. In other words, specific tactics need to be built to deliver not only on short-term goals. Additionally, they must at least lead the organization towards its overarching, holistic goals.
Here are some tips in order to create a successful marketing system:
1. First, begin by developing your overarching marketing strategy with clear objectives and goals. These should be revisited when beginning any initiative to ensure it is helping to achieve organizational goals.
2. Always take a customer-focused approach to activation. Consider how they will engage with each initiative.
3. Have a singular marketing leader whose main role is to make sure every tactic leads to the overall goals of the company. This will help ensure everyone is working in cohesively and driving the right results.
4. Have a regular cross-functional update meeting to ensure each different team knows what’s going on outside of their specific domain.
Carolina Macedo, the author, is Project Coordinator of Marketing Keys.