Marketing Influence
Your plans and ideas will have much more impact if people in other functions support them. Your organisation is more likely to be customer focused if people understand the insights about customers and can see why things need to be done. See ezine article.
Differentiate has done research into how the best marketing teams increase their impact and influence. We have found that the marketing function can seem detached from the rest of the business and the best teams find ways to correct this. This comes from
- improving engagement and communication skills
- Using quantification and measurement
- Ensuring the team has solid easy to understand consumer insights and shares these around the business
See research reports on marketing influence. click here
Our marketing influence programme is a unique way to help the team reach the standards of the best marketing teams at delivering this.
The process
We sit down with you to understand your issues and priorities so we can customise and shape the programme to your needs.
Workshop 1
This is where we seek to win the suport of your team to the programme and the benefits they will enjoy as a result. Without at least a substanital majority supporting the process, we will not be as effective as we might. This discussion will also shape and influence the whole process as we take advice from the team and address concerns.
360 degree team feedback
We send out a survey to get perceptions of how the marketing team perform against the criteria we know are ciritcal for the team to have maximum impact and to help the business be more customer focused. This goes to all the functions in the business and at all levels from the CEO to operational day to day level. The marketing team will also self assess themselves. The "reality gap" is helpful to dientify some issues that the team can work on.
Debrief
We present the results and work with the team to develop the issues that they would like to address. Sometimes there is some resistance and denial at this point. We find it is better to wait a few days before the next workshop.
Workshop
Here the team work up their individual action plans and usually volunteer to create a team charter or mission with some defined goals to achiev over the next 12 months. We find it helps them to set these out in the format of 360 day 90 day and 30 day objectives, as this helps to create momentum and action.
The workshop sessions are like those in the pictures where we use our facilitation boards. This allows us to get much more done in the day and creates a far greater sense of ownership and commitment.
Outputs and deliverables
You will know and understand what the team must do to increase their influence, impact and effectiveness. Importantly the team will be engaged in making it happen.
You will get a presentation and report which shows the survey results and the recommendations developed by the team.
The anlaysis will inlcude benchmarks vs the best teams we have assessed.
Two workshop sessions where the team will come together in a new way and feel that time is being invested in them
Because it is Differentiate you will be able to make decisions. We design the approach to answer important business questions about how to engage the organisation to become more customer led and guarantee that you will have clarity about what to do next and the support of your team to implement it. |
Get our research papers and an article on increasing marketing influence
click here
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