Marketing Transparency Starts Internally

Marketing TransparencyIn order for your company to effectively reach its targeted consumer, you need to make sure your business and marketing strategies are transparent, accommodating and personable. This means your marketing department looks at advertising from all angles, and all your departments reach out to one another to form a cohesive approach to marketing your product.

The Marketing Department

With the rise of social media, a multi-tasking and multi-skilled marketing department is of the utmost importance for any company. Current marketing culture dictates a need for both the creative and analytic – i.e. employees are able to write creative content, as well as maintain projects in a fast-paced environment. Employees must also be able to manage the three main components of marketing: product, communications and operations.

  • Product Marketing: Employees should have firsthand experience with sales, including an understanding of sales enablement tools, objective slide decks, case studies and Request for Proposal (RFP) response templates, which will allow employees to tackle a range of situations.
  • Marketing Communications: Employees need to have a good handle on social media, as more and more customers are turning into ‘social consumers’. Employees must be able to build social media marketing strategies that speak to the social consumer, answer to business criticisms, and boost social PR.
  • Marketing Operations: Employees in marketing often have more IT training now. This involves comprehension of performance metrics; data and strategy planning; initiatives and budgets; knowledge of best practices; and systems and procedures that help streamline information for the business.

Forming Alliances

Clocks are made of multiple gears that must function together for the clock to keep ticking; if one gear stops working, the whole clock stops working.

Businesses are the same: the various departments of a company are the gears that act together, and depend on each other, for success. Creating inter- and intra-departmental relationships are the key to this success. Involving your business’ departments in each other’s daily activities will allow the gears of your company to run smoothly.

The marketing and research consultation group SiriusDecisions calls this Managing the Matrix: “To be successful, [a company] must build alliances across multiple disciplines. For example, product/solution marketers must interlock with sales, development and campaign teams to bring products to market; and brand teams are increasingly required to align with sales, content developers, social media initiatives and campaign strategists to shape impactful messaging.”

Make sure you’re managing your business’ matrix by answering these three questions:

  1. Who are the stakeholders who will impact success?
  1. What information do I owe them and what do I need from them?
  1. How and when should I involve them to drive best results?

Once you choose a multi-disciplinary team, develop a thorough grasp of how each department works together so that you end up with a well-oiled machine.



Source: Managing the Matrix: An Essential Part of Every Marketing Role

Developing your mobile business is a must have these days! For a Free Social Media Assessment contact Dave Dronkers at [email protected] or call (949) 254-5084.


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