Transforming to a Performance Based Marketing Team: What you need to know

The Marketing Mission

Whatever you’re selling, the marketing teams’ goal is to create experiences that serve to entertain, inspire and inform, reaching audiences at the right time, on the right channel with that perfectly crafted message to ultimately drive purchase decisions. The more effectively and efficiently the better.

In B2B, those primary audiences are not only prospects and customers but also include the sales team. It's the marketing teams’ mission to have a seat at the revenue table by (empathetically) aligning with the customer and their journey - yes, but also (empathetically) aligning to the journey of your sales teams, reducing friction and hurdles for both at every stage.

As modern marketers continue to rise, there are a few things I’ve learned along the way:

Yes, is not always the right answer

Saying yes to every request could kill more than just your day because let’s face it, what someone outside of the marketing team might think they need is not always the most effective or efficient approach, and worse yet, it might actually conflict with your prized customer experience.

As a service organization to sales, it's important to create a revenue aligned marketing plan, along with an accompanying sales enablement toolkit that can be leveraged by individuals to achieve the desired outcome and your joint success: measurable, repeatable, glorious success.

Bring the science to the art and craft of it all

All around the world, marketers get asked to pretty this up (a phrase that makes many marketers want to choke on their skills and degrees), send this email to “the” list (gasp!), or host an event in this city.

It's every marketers job to protect the brand, uphold best practices and enable other departments to benefit from their expertise, starting with 3 very important questions: who’s the audience, what’s the goal, and measurements of success?

As a marketing team, you want to establish benchmarks, optimize performance and maximize efficiencies, (for your budget and sanity's sake) to the benefit of your customer experience and MROI.

And to be fair, marketing must also ensure they have developed flexible brand assets and communication templates to help sales and other departments colour within the lines.

Measurable marketing matters 

Yes, yes, there are some approaches to delighting customers that perhaps cannot be measured and it can be difficult to obtain 100% attribution for all marketing efforts. But if you work to build a team of performance focused marketers, implement repeatable processes and put the right technology in place, you can measure the impact of your efforts and delight even the most skeptical sales reps with the results.

Measuring the impact of marketing throughout the buyer's journey will help create a modern marketing commercialization machine with the knowledge and insights to create happy customers and healthy sales reps.

Looking to join a high-performance sales and marketing team? Read this and someone awesome came to mind? We're looking for performance, design and data driven marketers to join our global team in New York, Philadelphia and Amsterdam. More information here: https://hire.withgoogle.com/public/jobs/pianoio