This is how you, as a business marketer, acquire a strategic role within your organization
Posted: Sun Dec 22, 2024 10:27 am
It is the task of the strategic business-to-business marketer (business marketer) to make a valuable contribution to a healthy commercial perspective for the future. However, this is not so easy. As a marketer, you are faced with all kinds of challenges, such as a limited budget, the demand for quick wins and ad-hoc campaigns. There is hardly any attention for brand values, mediocre follow-up of leads by sales and little attention for the mission and vision.
The role of the business marketer has changed in recent years. You want to deliver demonstrable relevance . This can be done by increasing stakeholder involvement, working closely email list of australia with sales and by taking a distinctive brand story as a starting point. You have to be very busy with market development for this.
Is our revenue model sustainable?
What will the landscape look like in x years?
In which direction are competitors moving?
How do they position themselves and why?
How the role of the business marketer becomes more strategic, what the added value of business marketing is for sales, and how the commercial contribution of the marketing team can be valuable for organizations, are questions that Frank Faassen tries to answer in his book ' The strategic business marketer - Translates stories into commercial perspective ' (affiliate). In it, he describes how you as a marketer can acquire a more strategic role within the organization based on a number of themes, such as brand identity, propositions and campaigns. It also deals extensively with the positioning of the marketing department, the collaboration with sales and how much marketing is subject to change.
I will highlight some themes.
Internal positioning
That a marketer is concerned with positioning will not come as a surprise to anyone. That this also has to be done internally is perhaps less well-known. Not all colleagues understand equally well what the marketing department is doing and what contribution it makes. And that while marketing touches all areas of the organization. Marketing is increasingly seen as a cost item that has to be earned back. It is up to the marketer to change this.
This results in proof marketing : you need to demonstrate your value as best as possible and prove that you make a relevant contribution to the company and the results. To achieve this, it is important to include all departments within the organization in both the marketing plans and the results. View your colleagues as a target group and run an internal campaign about the brand and the story that you convey to the external target groups. To achieve this, the writer gives a number of tips.
The role of the business marketer has changed in recent years. You want to deliver demonstrable relevance . This can be done by increasing stakeholder involvement, working closely email list of australia with sales and by taking a distinctive brand story as a starting point. You have to be very busy with market development for this.
Is our revenue model sustainable?
What will the landscape look like in x years?
In which direction are competitors moving?
How do they position themselves and why?
How the role of the business marketer becomes more strategic, what the added value of business marketing is for sales, and how the commercial contribution of the marketing team can be valuable for organizations, are questions that Frank Faassen tries to answer in his book ' The strategic business marketer - Translates stories into commercial perspective ' (affiliate). In it, he describes how you as a marketer can acquire a more strategic role within the organization based on a number of themes, such as brand identity, propositions and campaigns. It also deals extensively with the positioning of the marketing department, the collaboration with sales and how much marketing is subject to change.
I will highlight some themes.
Internal positioning
That a marketer is concerned with positioning will not come as a surprise to anyone. That this also has to be done internally is perhaps less well-known. Not all colleagues understand equally well what the marketing department is doing and what contribution it makes. And that while marketing touches all areas of the organization. Marketing is increasingly seen as a cost item that has to be earned back. It is up to the marketer to change this.
This results in proof marketing : you need to demonstrate your value as best as possible and prove that you make a relevant contribution to the company and the results. To achieve this, it is important to include all departments within the organization in both the marketing plans and the results. View your colleagues as a target group and run an internal campaign about the brand and the story that you convey to the external target groups. To achieve this, the writer gives a number of tips.