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What steps should we take to prepare CEO's for marketing changes that should happen now?
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3 Answers
One critical step to consider before all others is a marketing resource audit. Every aspect of your marketing expenditures should be reviewed but with an eye towards INCREASING your investment. Where are your gaps? How are you measuring ROI? Are you challenging your internal resources and external resources to be innovative and take risks? Are you knocking down silos between PR, Advertising, Marketing and Sales?
I suggest you focus on CEO buy-in of your strategy, bold budget, use of marketing automation, sync with CRM system, collaborative process between internal and external resources, shared risk and rewards.
Challenge them to see what is actually there, not what they want to see. Holding the team represented by marketing and sales accountable for results along the demand waterfall (Marketing Qualified Leads, Sales Accepted Leads, Sales Qualified Leads and Closed business) AND demanding that stalled leads are reheated, nurtured or otherwise handled rather than languishing in a lead purgatory are a couple of things that can be done immediately.
Demand ROI from all marketing investments. Air cover just doesn't cut it anymore. Marketers need to become accountable or face extinction.
Hint if you're a marketer: Start showing up with ROI commitments in your proposals. Get ahead.
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