Many years ago, I tried to distill my role as a marketer down in some way that was simple to understand yet robust enough to be truly descriptive. I came up with the following chart:
The chart worked. It worked for me. It worked for others. How does it work for you? Chime in!
Really, I got it down to five “buckets”: opportunity identification, strategy, facilitators of action, actions that deliver results, and the results that matter. I’ll try to take on each bucket as a topic in the future. And I hope you’ll add your voices to the discussion.
For example, what results matter to you as a marketer? I came to the conclusion that three results reign supreme in the pantheon of key performance indicators: revenue, profit, and market share. To be sure, there are other measures which add value, but I believe they measure precursors to sales (or revenue), profits, or market share. They indicate likelihood of delivering the results that matter and are hence relegated to the role of demi-measures, inferior to the Big Three.
I’ll stop here for today and we’ll dive into details of the buckets over the course of other posts. Hope I’ve got your brain engaged and ruminating. After all, how often do you actually indulge in thinking about the process of doing what you do? Take a little time to do so now. It’s worth it. For you. For anyone you coach. And, as a result, for your company.
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