Want to ensure a seat at the executive table for marketing? Know it, show it, grow it.

Published August 21, 2014 2:34 pm by Scott LoSasso
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Scott LoSasso is President of LoSasso Integrated Marketing

I once heard an executive comment that the easy way to climb the corporate ladder is to spend an hour working on something and then two hours making a presentation about what you worked on. This was tongue-in-cheek, of course, but there is some wisdom in it. In the marketing industry, we can boil it down to a simple rallying call—or better yet, a mission statement. Know it. Show it. Grow it. In this trifecta, all three areas are equally important.

Know It.

Modern marketing is very measurable. We can look at very specific data telling us what’s working and what’s not. Our first job is to know this information. Tagging and tracking strategies tell us precise information about the quantity and quality of our digital efforts, and integrated programs give us better ways to measure the effect of offline marketing as well. If you aren’t looking at this data regularly, you should be nervous about your job.

Show it.

We need to do an excellent job of simplifying and sharing the insights gained from marketing analytics. Executive management needs visibility to and confidence in marketing. In world-class companies, this is a requirement; marketing has a seat at the executive table and this is why. Create presentations with a strong narrative supported by data—your personal reward is job security and greater likelihood of a promotion.

Grow it.

Ultimately, marketing has a single objective—to sell stuff. Do more of what works and less of what doesn’t. When you can prove your work is working, you can justify an increased investment in marketing to test new programs and grow successful ones.

This is a simple concept, but it takes a multitude of talents to enact. That’s what makes it so powerful. If you put the right team in place, you’ll build a sustainable advantage in the marketplace and elevate the contribution and influence of marketing within your organization.

So how are you knowing, showing and growing things in your organization’s marketing department? We’d love to hear stories in the comments section.