Marketing is the one thing all business owners know they must invest in to be more successful. In fact, this is why most CEOs hire internal expertise through their marketing staff, externally via a marketing agency, or do a combination of both to ensure they are getting the knowledge, insights, guidance and solutions to help them achieve their marketing and sales goals.
Whether your expert is internal or external or a hybrid, you’ll want to make sure your “experts” are taking care of your marketing to ensure you meet your objectives and goals. I have outlined below a few tasks you’ll want to make sure your experts provide you with:
- They have created a strategic marketing plan based on your business goals and reaching specific objectives you have outlined for your business (this may include increasing revenues from a target audience, introducing a new service or product, increasing sales by a certain percentage, etc.)
- The strategy clearly identifies your audience, your brand, messaging, your revenue streams, approaches for implementation, and measurement approaches
- They have created a detailed marketing plan, with determined messaging, what area your marketing team is going to focus on, what objectives they are hoping to achieve, what marketing mix they are going to use, the number of campaigns, and what the projected ROI will be for each
- They have created a detailed tactical plan to execute and implement the marketing strategy including clearly identifying individuals, roles, timelines, outcomes, ROI
- They have outlined documents for each campaign to identify who will monitor results, tweak as necessary, and ensure that your company gets the best results from their marketing efforts
- They have included you as part of the process (if appropriate) prior to, during and upon completion of every campaign. This could be a quick meeting with your team, a call, or an email.
As a CEO or CMO, your team needs to be able to not only think creatively but analytically. They must be able to not only be creative, but to be able to gain results from that creativity.
This is your business, so make sure you really have the right team at the table to help you achieve your business results and growth. Your relationship with your marketing advisor(s) should leave you always feeling secure in their expertise so that you can focus on running your business. Trust that they only have your best interest in mind and that your success is their success.