Is it time to expect more from your Marketing function?
Too many top executives in B2B organizations still equate the function and value of marketing with marketing communications. While the field of marketing has advanced considerably in the last two decades, the view that marketing equals leads, tradeshows, press releases and a web site is still fairly commonplace in the B2B world. This narrow view of marketing leaves money on the table in terms of what organizations should be deriving from a properly conceived approach to marketing. It all starts with setting the right expectations.
Leadership in Marketing Communications-In Search of the Relentless Promoter
There are many good B2B Marketing Communications professionals and teams, but a few individuals and teams stand-apart from the crowd as great. While I suppose "great" is subjective, after working with and around many teams and professionals in 20 years as well as conducting Marketing Audits for companies and clients, it’s easy to spot extraordinary teams and individuals.
The commitment that Relentless Promoters bring to their work is infectious, and the impact that they have on their company is material.
If you area a marketing leader, it is your goal to populate your team with these individuals, provide them the resources that they need to succeed and stay out of the way. And while it would be easy to slip into a nature versus nurture debate (are great marcom professionals born or made?), here are some suggestions for both scouting talent as well as helping develop it with the team you have in place. I suspect that there is a bit of nature and a lot of nurture to produce a Relentless Promoter.
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