These days, marketers don’t just want a chair at the table—they want to lead the meeting. But no matter how smart and fast your marketing team is, it’s only one piece in a larger puzzle that runs your company.
Whether you’re part of an in-house team or a member of an agency brought on to assist, it’s your job as a marketer to ensure the rest of the business understands that marketing influences all areas of a company. Sales, services, development—they all need marketing to amplify or clarify their message.
For these reasons and more, we are now seeing the path to CEO begin in marketing. But before you can lead, you have to gain the respect of the company.
While your marketing metrics might seem obvious to you, no one cares what an MQL or SQL is. If you aren’t making it a priority to change the way your company perceives your marketing initiatives, you’re undermining your own success. Your entire company should be invested in the success of the overall marketing strategy. To accomplish this, they have to understand what you’re doing and how it impacts both the individual and the company as a whole.
That’s easier said than done, but here are three critical ways to change your company’s perception of marketing.
1. Be a Leader
Position marketing as the ambassador of mission-critical company goals. (highlight to tweet)
Every company has annual, quarterly, and even monthly revenue goals that are agreed upon by the executive team at the beginning of your fiscal year. But is the rest of the company aware of these benchmarks?
When you spend all your time on content, email campaigns, webi…
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