Catalyst issue 13: The power of marketing transformation
- 25 October 2018
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Marketing has the power to transform organisations and results.
Indeed, in some of the biggest transformations of business success, marketing plays – and must play – a pivotal role. That’s not always easy, however.
We’ve all heard the quote, often attributed to Einstein, that ‘insanity is doing the same thing over and over again and expecting different results’. If you’ve visited CIM’s Moor Hall, you’ll have seen that quote on the wall. It’s a good reminder of how marketing should operate – and of the difference it can create. Of course, marketers often contend that there are many good reasons why repeating a course of action occurs, and why changing tack is difficult. Here are a few reasons that marketers will instantly recognise: lack of budget; lack of time; lack of resources; lack of buy-in across the organisation; lack of willpower to see it through.
The trick is not to recognise that there is a problem, but to identify how possible solutions can be implemented. If you need more budget to transform the impact your marketing makes, how do you get it? If you need time, how do you find it? How do you create a strategy that supports your ideas – so that the plan you’ve backed doesn’t fall at the first hurdle? How do you get colleagues, and your customers, on side? If you want to gain different results, then marketing must be the clear voice of sanity that drives change. Understanding where marketing’s positive power lies, is the first step to making it happen.
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