But you are the custodian of the marketing budget. Marketing is a function that is widely discussed and debated in most organizations. It is not surprising to find that people outside of the marketing function, including colleagues, clients, and even friends and family of CEOs, have opinions and suggestions on marketing matters. While these suggestions and opinions can be helpful, they can also be overwhelming, and it is up to the marketing team to address them tactfully.
Marketing is different from most functions in an organization because it involves projecting what will happen in the future. It requires creativity, innovation, and a deep understanding of consumer behaviour. Marketing strategies are developed based on research, data analysis, and consumer insights.
However, these strategies are not set in stone and can change as the market evolves. This is why marketing teams must be open-minded, patient, and polite in entertaining the many suggestions, opinions, and ideas that may come their way from people outside marketing. This is expected to happen to a seasoned CMO that works across divides in an organisation. Because if marketing is to have a significant impact or results, the marketing team must be ready to open the books to everyone.
And when addressing these suggestions and opinions, it is crucial to do so with tact and wisdom. The marketing team must ask for evidence of ROI as per the suggestions. If the suggestions are not supported by data or research, it makes it a lot easier to put the suggestions to bed quickly. If they are based on comparisons or personal experiences, marketing should do their own research before taking a plunge. Additionally, if the suggestions do not align with the marketing or corporate goals, the team must politely decline them.
It is important to note that declining suggestions or opinions should be done with care. The marketing team should explain why the suggestion cannot be implemented and how it would impact the marketing goals or bottom line.
On the other hand, if the suggestion is supported by data or research, the marketing team should consider it. The team should analyse the suggested ideas and weigh its benefits to see how it fits into the marketing strategy. If it can be integrated, the team should be flexible enough to implement it.
In conclusion, marketing is a function that requires input and feedback from various stakeholders. That is why being open to suggestions and opinions can be helpful, so long as you are able to draw the line before it gets overwhelming. Asides being open-minded, the marketing team must be patient, and polite when addressing these suggestions and opinions. It is crucial to ask for evidence of ROI, decline suggestions that are outrightly ridiculous and do not align with marketing or corporate goals, and communicate the reasons for declining suggestions or implementing them.
By doing so, the marketing team can build strong relationships with stakeholders and develop effective marketing strategies that drive growth and success for the organization.
