I found a great post by Steve Tobak on the BNET site. Here’s what he tells us:
12 Rules for Being a Great Marketer (Part I, Rules 1 – 6)
- Sales is your friend. The whole “natural tension between sales and marketing” thing is a dysfunctional crock. Sales owns the customer relationship. As a marketer, one of your key functions is to facilitate sales’ ability to sell your products. You need each other and your goals can and should be aligned.
- Be patient with your boss and peers. Not coincidentally, strong leaders and managers often tend to be controlling individuals. That means they can become easily frustrated with things they don’t understand, i.e. marketing. Be patient and pay attention to their feedback.
- Remember, you have way more customers than you think. The executive staff, your peers, product development, manufacturing, sales, finance, HR, employee communications, they’re all stakeholders in the marketing function. Treat them as such.
- Bond with the development and product people. This goes way beyond educating and teaching. These are very smart people with a strong, vested interest in what you plan to do with their product. Bond with them, listen to them, understand their issues and concerns, make them partners in your “process;” it’ll pay off big-time.
- Teach, teach, teach. Successful marketers are strong communicators and educators. Spend as much time teaching and educating internally as you do networking and meeting with customers externally. Again, it’ll pay off.
- Measure and communicate results. The biggest slam on marketing is that it’s an expense black hole with no metrics to measure results. Be disciplined. Spend 10 percent of your budget on metrics for key programs and take the time to communicate results – both good and bad – to stakeholders. Do it.