Some of you might very strongly oppose the title of this blog, others will be nodding. If you are working in a company that has a strong CMO (Chief Marketing Officer) at the director’s table, then stop reading. If not, you might carry on.
Why is it that in so many B2B companies, marketing no longer sits at the executive table, the center where all the important decisions are made? Was Kotler mistaken in 1967 when he first published the corner text book of the entire marketing discipline? Is the potential of marketing no longer relevant for B2B players?
I think not, but I do observe that many marketers in our space are focusing only on tactics and operations, leaving the strategic area behind for other disciplines to colonize. Whilst marketing should sit at the heart of business strategy.
When talking to industrial marketers, plenty are aware of this conundrum. Most have great ideas about where to take the company, but don’t succeed in getting the executive ear.
Having worked a fair number of years as an executive within an international environment, I can share with you what worked well for me. The key to success is finding the right language.
Whilst many in marketing are of the creative enthusiastic type, many in senior management are of the rational analytical persuasion. The way both groups think, have often limited overlap. When bringing your message, you need to translate your creative mindset to the analytical one. And don’t assume these people know the ins and outs of your discipline, so take them onto a journey that fully explains your reasoning and what it will bring to the company.
To do this, I have developed a framework to help you communicate and structure your thought process so it becomes boardroom grade material. The framework is called ‘Game-up’, which is an acronym that stands for:
- G: Goal, what do you want to achieve, how you will contribute to the revenue and profit targets
- A: Audience, who do you aim your efforts to and why
- M: Mindset, how does your target audience perceive your company’s offering, what hurdles do you need to take to persuade them to buy from you.
- E: Event, what is the trigger event that puts a customer in an investigative mode concerning your offering
- U: Unique Value, what is it, that will relate most to your audience
- P: Platforms, what tactics will you be using to reach your goals and how will they contribute to success.
Structuring my stories in this way has greatly enhanced my effectiveness whilst communicating with my fellow executives.
If you want to learn more about this, please don’t hesitate to contact me at www.WidePeak.com.