Business leaders and decision-makers often struggle with marketing in the digital era.
Here are 10 Marketing Rules for Business Leadership:
- With any uncertainty, people look for anchors upon which to build trust. Trust can never be bought. Trust must be earned.
- Defining the marketing message, and ultimately the brand, for any business isn’t something executive management can ever delegate. Only YOU know your own story. You must be the one to write it.
- Technology itself cannot ever define or drive a marketing effort. Technology is a tool that enables, but can never be a solution to a poorly defined problem.
- Leadership has an imperative to become fluent in information technology concepts and vocabulary.
- Executive leadership has three distinct roles within the marketing organization: 1) become an innovator and disrupt; 2) be able to distill your value chain into easy-to-share stories and messages; and 3) speak to your audience in their own language and style – not yours.
- Act on ideas within your organization before inertia crushes them. Even the smallest organization has bureaucracy.
- Invest in internal functions such as marketing operations management and performance measurement/analytics. Use the numbers to help guide strategic decision-making – but not make the decision for you.
- Everything and everyone contributes to the success or failure of your brand. Your entire organization must become wholly immersed in the message you want to convey. Your team must completely believe in your value proposition so it may be conveyed as a natural, effective message to customers.
- Innovation is a creative, iterative process that involves the entire business if it is to be successful. This requires collaboration and a defined structure. Define the system and use it.
- It is never about the message you convey, it is ultimately what your customers hear. Listen to what they are saying.