By: Michael Palmer
A silo mentality has been with us for years and is unlikely to change in the near future. People have too much invested in building the importance of their leadership to give up being in charge. Marketing, however, truly has the ability to transform this mentality from a “what’s in it for me” attitude to let’s work together as a cross platform team.
What, you ask, is the carrot that can make this horse move? It's customer insight.
Recently, an ANA member CMO was faced with a challenge from her organization’s production VP about increasing her marketing spend. Production it seemed needed new equipment so they wanted the dollars available; marketing wanted to extend a current campaign. Smartly, the CMO changed the conversation from winning or losing to what was right for the customer. She showed the management team that the campaign she was running was working to drive revenue – the production equipment would not garner the same return.
Make marketing relevant by understanding your customer better than anyone within your organization – use that insight to drive decisions, use that insight to excite the team, use that insight to create cross functional teams focused on one objective, creating satisfied, highly motivated customers who will do your selling for you.
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