It's kind of a big deal ...
It may not seem like a big deal, but marketing culture has a major impact on the growth of your organization. This is particularly true for smaller organizations or startups in growth mode. After all, you're not just trying to grow your business; you're trying to scale it... And, if you're like the folks we work with, you're trying to scale it fast.
Marketing loves winning.
But despite sharing common goals with Sales, "winning" in marketing isn't as straight-forward because it relies so heavily on others in order to succeed. So, if you're trying to instill a marketing culture that leads to growth, you need to think bigger than just marketing.
Here are 3 critical areas you must address to foster a marketing culture that drives growth.
Securing Commitments to Growth
There are three main groups/parties that need to be part of this commitment: Marketing, Sales, and Executive Leadership.
- Must engage in constructive, regular conversations with sales leadership in order to position marketing to support sales outcomes
- Must set ego aside - growth isn't built on feelings; it's built on winning, and not everything is going to be a smash-hit, so it's important to fail forward
- Must be able to turn out content quickly - reaction-based marketing is about building on momentum and velocity; you can't do that if it takes a month to publish a blog post
- Must be committed to implementing and maintaining technology that minimizes gut-driven decision-making
- Must engage in regular conversations with marketing leadership in order to align synergies and assign accountability between the two groups - marketing culture that fosters growth isn't about blame; it's about sharing and seizing opportunities
- MUST set ego aside and be willing to adopt new methodologies for closing deals - sales culture is just as important to the equation as marketing, and they need to meet the demands of your marketing investments
- Must waste no time in reacting to opportunities generated by marketing - sales response time is often a determining factor in whether deals materialize
- Must update the CRM timely and use it to its fullest capabilities - no delays in inputting notes and updating records means real-time data for marketing to react to (I suggest a modern tool like Hubspot to minimize the pain-factor)
- EXECUTIVE LEADERSHIP
- Must have an appetite for delegating - Nothing kills marketing culture built for growth faster than founders who can't get out of their own way
- Must set ego aside, and be willing to implement ideas that are different from what got them to where they are today
- Should be open to hearing feedback and be willing to make changes where necessary (not just in marketing and sales)
- Must be willing to make serious investments - across the board... sales (the right people making the right calls at the right time), marketing (that drives outcomes such as inbound lead generation), and the growth stack (close reporting gaps while supporting the expertise you pay top dollar for)
Marketing culture that leads to growth doesn't just happen. You have to foster it through aligning synergy with sales, setting ego aside, reacting objectively, and making serious investments in technology.