In the corporate world, being a marketer can sometimes feel like being the unsung hero. In fact, many companies don’t have any marketing representation at the executive level (even we didn’t until fairly recently…). How we communicate our wins is therefore (almost 😉) as crucial as achieving them.
As a marketer, you might have experienced that your CEO doesn’t immediately burst with excitement when you share your marketing achievements. Turns out, you are far from alone with that experience.
So, how can you as a marketer ensure your successes resonate with leadership? Let’s dive into some essential strategies that work for marketers in all industries.
1. Understand your role
It all starts with understanding what role you play within the organisation, as it provides clarity to your strategic approach. We talk a lot about the importance of understanding your customer as a marketer (in fact, that is my second point in this article), yet equally crucial is recognising your CEO’s vision of your role.
There are a lot of different factors that influence the kind of marketer you are: the size of your organisation, the industry you operating in, how your team is structured, your KPIs.. These are some of the factors that determine how you can create an impact that is noticed by your CEO.
A sales-force enabler provides design support and other sales tools, as well as the long-term perspective and investment that complement sales organisations.
A brand steward sets the North Star for the company brand and reputation, as activated through advertising, PR, and communications.
A demand capture engine uses omnichannel tactics, such as affiliate marketing, search engine marketing, and social media marketing to capture customer demand.
A customer experience and personalisation ambassador delivers world-class customer experience and strengthens customer relationships through targeted loyalty programs and personalised communications.
2. Be the voice of your consumers
As a marketer, you are the medium between your company and your customers. Your primary role is therefore to understand the market and what drives consumer behaviour.
You’ll find the knowledge you need through your first-party data, industry-insight reports, consumer surveys, Trustpilot reviews, and social media. The key, however, is to present your findings in a language that aligns with your CEO’s priorities and concerns.
For example, if you’re the Marketing Manager of a retail company facing declining sales, understanding consumer motivations is what should inform the marketing strategy that can help your CEO boost sales.
Is it due to increased competition, changes in consumer preferences, product issues, or inefficient marketing strategies? Addressing these root causes may require different approaches that are not necessarily handled in the marketing department.
But by showing your CEO that you are not just a marketer, you’re a consumer expert, a trend predictor, and a problem solver, you prove that marketing plays a pivotal role in solving business problems.
3. Show them the money trail
According to McKinsey, on average, less than 60% of CEOs feel that marketing metrics clearly tie to business impact, and only half of them can name critical marketing metrics. Yikes… Regardless of the industry, understanding how marketing contributes to sales is paramount.
If you are a marketer with Marketing Mix Models, regression-based analysis and attribution solutions, you will be better equipped to see these correlations between investment and outcomes. But if not, there are other (less advanced) alternatives.
For example, analysing customers’ journeys towards purchase or collaborating closely with sales teams will give you some of the most important information you’ll need. This information will help you prove to your CEO how your marketing strategy helps sell your company’s products.
4. Keep them in the loop
CEOs are busy individuals and marketing performance might not be at the top of their priority list. Whether it’s through regular updates, flashy presentations, or just a casual coffee chat, you should take charge and ensure leadership stays informed about what’s happening in marketing and why it matters to them.
You should drive the initiative and the frequency – your CEO should not be the one who comes and asks for the update.
TL;DR
As a marketer, it’s not just about delivering results; it’s about effectively communicating those results in a language that resonates with the CEO’s vision and priorities. By mastering the art of communication and aligning marketing efforts with overarching business goals, you can elevate your role within the company and help drive sustainable growth.
