Marketing Matters: How to Influence Business Decisions with Data and Insights

Dear Readers,

In this short issue, we will explore how marketing can play a vital role in the decision-making process of any business, and what you need to do to earn a seat at the decision table as a marketeer.

Why is marketing important at the decision table?

Marketing is the function that connects the business with its customers, markets, and competitors. Marketing provides valuable data and insights that can inform and influence the decision-making process. Marketing can help answer questions such as:

• Who are our target customers, and what are their needs, preferences, and behaviors?
• What are the trends and opportunities in our industry and market?
• Who are our competitors, and what are their strengths and weaknesses?
• How can we differentiate our products and services from others?
• How can we communicate and deliver value to our customers effectively and efficiently?

By providing answers to these questions, marketing can help the business make better decisions that align with its goals and objectives. Marketing can also help the business measure and evaluate the outcomes of its decisions, and provide feedback and recommendations for improvement.

How can marketing teams earn a seat at the decision table?

To earn a seat at the decision table, marketing teams need to demonstrate their value and credibility to the business. Here are some tips on how to do that:

• Be proactive and strategic: Don’t wait for the business to ask for your input. Anticipate the needs and challenges of the business, and provide proactive and strategic solutions. Show how marketing can help the business achieve its vision and mission.
• Be data-driven and analytical: Don’t rely on gut feelings or opinions. Use data and analytics to support your arguments and recommendations. Show how marketing can help the business make smarter and faster decisions based on facts and evidence.
• Be collaborative and communicative: Don’t work in silos or isolation. Work with other functions and stakeholders to understand their perspectives and expectations. Show how marketing can help the business create synergy and alignment across the organization.
• Be creative and innovative: Don’t settle for the status quo or the obvious. Explore new and different ways to solve problems and create value. Show how marketing can help the business generate and implement novel and effective ideas.

By following these tips, you can prove that marketing matters at the decision table, and that you deserve a seat there. Remember, marketing is not just a function, but a mindset and a culture that can drive the success of any business.

Closing up with an interesting article from McKinsey: The power of partnership: How the CEO–CMO relationship can drive outsize growth | McKinsey

麦肯锡

Have a great day ahead!

Rgds,

Rene