Putting In-House Marketers into the position to manage leadership expectations
Today I produced the first draft of a ‘marketing agreement’ document that in-house marketers can use when their boss approaches them with a request to do some marketing to solve a specific business problem.
It will be available to download soon. Email me directly email@example.com if you would like me to send you a copy.
Here’s an excerpt from the document to give you a feel for what to expect:
Your boss walks into your office and says “We need to sell more of product X or service Y. Come up with a marketing plan and some ideas and let’s make more sales.”
You get excited about the new project. You start generating ideas, making plans, looking at all the different methods and tactics you could use…and then you quickly find yourself asking questions and making assumptions about what your boss expects from you.
Sometimes you get it right, other times not so much. Sometimes your boss is happy with your work, other times not so much.
Is there something you could be doing that could make your boss happy with your work every single time? What could you do to make sure, from the very start, that both you and your boss know exactly what we’re setting out to achieve?
The problem is created at the very start. Just because your boss is telling you what to do, doesn’t mean that that they have a) identified the problem correctly or b) identified the correct solution. Often times you will be asked to do something based on what’s urgent for your leadership team, rather than what’s best.
Most people, yes, even your boss, need guidance and coaching to correctly identify a problem, and create a realistic solution to that problem.
We do that by asking the right questions, at the right time.
I’ve created this checklist of questions to help you and your boss quickly develop a marketing agreement.
This checklist will help you and your team:
1/ Identify problems and challenges accurately
2/ Reduce the number of assumptions you have to make
3/ Get clear on what you are setting out to achieve and why
4/ Allow you to do what you are best at
5/ Review your work and have something to measure success against
6/ Improve communication between departments and leadership
In short, this marketing agreement will make sure that everyone involved in this marketing project or campaign is on the same page, which will lead to a better use of resources and a better level of success for the company and everyone involved.
Everyone wins, and all we need to do is spend 10 minutes answering these questions before you start working on your marketing plan.