Is your team the black sheep in the company? Do other departments discount marketing’s contributions? Are your requests to other teams met with sighs and grudging cooperation—if at all?
If so, then your team has a reputation problem.
I’m pretty sure your team didn’t start out that way. Something is causing frowny faces, and you need to find out what it is before it gets out of hand.
Here are some likely causes:
Shiny object syndrome
You know what the product team hears when marketing proposes features based on “market trends” and “competitive research?”
“Let’s chase this new shiny object and hope it works out.”
Does your accounting software really need that fancy Enterprise Strategic Planner module when your customers are mostly small business owners? Probably not! But marketing must have it, because either:
- Gartner said that’s what the top-performing ERPs are doing,
- The ICFA 2019 Keynote was very convincing
- Competitor A just released a similar feature, or
- That’s what everyone is searching for these days.
Which one is the wrong answer?
All of them.
The product development and customer success team roll their eyes any time marketing votes at roadmap meetings, because their votes are almost always influenced by one of the above. It’s almost as if marketing is insecure about the company’s identity and needs validation from outside influences.
Don’t get me wrong: external research has its place. But the biggest danger about conclusions drawn from outside the company is that it ignores the people closest to you: your customers.
Don’t be everything to everyone. Narrow your focus. Serve the needs of your current customers. Don’t get caught up in the glitz and glamour of what other people are doing and concentrate on marketing to your target audience.
Don’t know who your target audience is? That’s a completely different problem.
Sales isn’t happy with your MQLs
In an ideal world, sales and marketing should be best buds: two partners, back to back against the rest of the world (or your competitors).
What we get, however, is finger-pointing and back-stabbing. Sales doesn’t pick up the leads that marketing hands over, and the leads are left to rot. From marketing’s perspective, sales isn’t doing their job.
But is it really sales’ problem? There are a number of reasons that sales might be ignoring your leads, and some of them might be on your shoulders. A few possibilities include:
- Your MQLs don’t actually qualify
- You and sales don’t share the same priorities
- Marketing has a poor track record
You won’t actually know what the problem is until you have a heart-to-heart with the sales team. Figure out the root cause (or causes) and put together a plan to address them. Then do a regular team review to see if your lead quality has improved.
Marketing’s value isn’t being felt
Every organization has marketing skeptics, but you know you have a problem when the people who are supposed to be backing you are the ones questioning your worth.
Like, you know, your boss.
You need to do a quick self-check the moment you notice their attitude changing.
Do they have a point? Have your marketing numbers been suffering? Have any of your recent efforts under-performed? Are the MQLs you send sales being picked up?
If the answer to any of the questions above is “yes,” then don’t wait for your boss to meet with you about it—because when he does, that’s already a reprimand. Seize the initiative and meet with him instead. Tell him you’ve noticed the numbers slipping and that you’re working to address it (and tell him how).
If the answer is “no,” then you probably need to do a better job promoting yourself to the company. Don’t let sales hog the limelight! Show off your team’s success! Publicly congratulate your team on a job well done. Make sure others know that your team is making valuable contributions to the company.
Marketing gets to do the “fun” stuff
Trade conferences, press events, photo/video shoots and event marketing are serious work and can be a real drain on energy. But when viewed from the perspective of people stuck in the office all the time, marketing is a non-stop glam party.
And they do have a point. Some industry conferences are so over the top they’re basically paid vacations. *COUGH* DREAMFORCE *AHEM*.
So how can you conquer the misconception that marketing is all play and no work?
Give them a taste of what it’s like.
Next time you hold an event or something similar, ask for volunteers from other departments. Have them assist in everything from event logistics to crowd control. Stuff goodie bags. Greet guests. Set up and tear down. They’ll be able to appreciate the commitment and work that goes into a well-run marketing project.
Or, you might end up reinforcing the idea that marketing does get to do the fun stuff.
(Because honestly, we do.)
“Haters gonna hate” is completely the wrong attitude to have in a professional environment. It’s poison and you need to excise it right away.
Find out the cause and do whatever needs to be done to resolve it in a positive and professional manner—whether that cause is personal, professional or both.