Amplify those moments when the work works:
There is nothing like it... When your campaign performs perfectly, you are meeting and exceeding goals and generally kicking all of the ass. But there is one more challenge... You still need to show the "others" that the work works and that marketing is performing. For many of us, there is a gap between the work we do and the understanding of that work in the greater organization.
"Hey, you're the marketing guy, right? Can you add the logo to this picture for me?"
Let's look at four ways you can gain visibility:
- Get strategic
- Team up - Create useful symbiotic alliances
- Be a "go-to" team
- Report effectively (⇒ download our free guide
to get you started)
1. Get Strategic
You know: like in all of your work - but this time it's about your work. Develop a compelling presentation and carve out time to deliver it weekly or monthly to leadership. Leave out all the normal stuff - this is beyond how many likes you got (not that this isn't important) or how many people retweeted that last update. This is about showcasing very clearly how you and your team are affecting the bottom line at your organization. How your efforts are driving sales and opening up growth opportunities. This is when you prove marketing works.
2. Team Up - Create Useful Symbiotic Alliances
No one says you can only work with the folks in your department; step outside and explore functional, mutually-beneficial relationships that can help you further the mission of your organization. By partnering with other folks in other disciplines and your internal clients, you can shed new light on a problem, uncover strategic tools and help to create a more tightly knit organization.
3. Be the Go-To-Team
Always be willing and eager to help. In order for the "others" to get what you do, you need to involve them: make their lives (and jobs) easier through the magic of marketing. This is an important topic, touched on many times. But the drum needs banging - the fastest way to help the rest of the organization understand the value you are adding is to involve them in it the effort. Show it to them. Find out what's important to them and then make a difference.
4.) Report Effectively
You know what makes things tick around your company and you know when you and your team are dialed in. You're campaigns are firing on all cylinders and it's time to communicate your KPI's and the messages behind them. Develop your reports on your success (and failures) in a compelling manner that involves and includes the goals of your organization. Show how you are contributing and doing your part to move the needle on the company mission and goals. Take this time to educate the greater team that you are a "go-to" resource here to help each and every department. Structure your reports around metrics and a story the people actually want to hear. This doesn't mean to get up there and showboat just because things are going well; always remember the WIIFM and tell your tale based on how what you are doing is helping the organization and all your coworkers move forward.
Always Remember:
When marketing has a win the whole company has a win! Even when the work works you need to amplify that fact. Folks throughout your organization won't necessarily understand what you are working on or the impact it's having on the organization and even on their work directly. Take the time to educate your organization and empower the entire team to empower marketing.
