Sangram Vajre, Director of Marketing at Pardot, shares his insight on marketing alignment in his Pardot blog series, Executive Perspective.
When it comes to the marketing industry, there are several points that every marketer should be aware of:
There’s a very high turnover in marketing, especially in the CMO position.
There are a lot of marketing roles moving to the forefront of the marketing industry that didn’t even exist twenty years ago (think content marketers, operations specialists, brand evangelists, email marketing specialists, and more).
The buyer journey is changing as the marketing industry changes. Now, more than 70% of the buyer journey is complete before a buyer even reaches out to sales.
These three points, coupled with the volatility of the marketing industry, can complicate the job of any CMO or marketing director. How do you manage the new roles that are constantly arising to meet marketing’s evolving needs? How can you ensure that you’re reaching your buyer when they’re not reaching out to you? And how can you prove that you’re dedicated to your team when other CMOs and marketing directors have set a precedent of leaving when the going gets tough?
The answers to these questions come down to one thing: marketing alignment. While sales and marketing alignment has been an important theme for today’s marketing teams, marketing-to-marketing alignment, or the alignment within the marketing team, is often overlooked. In order to guarantee your team’s success, goals and responsibilities should be aligned so that team members are not operating in silos.
Let’s take a look at a few ways that you can foster this type of alignment within your team:
1. Hire people that fit your company culture and marketing mindset, instead of hiring for specific roles.
If you’re concerned for your team’s alignment, you’ll want to hire people who are positive, supportive, and willing to work together — not just people who know their stuff.
2. Develop at least one goal that everyone in marketing is responsible for.
When everyone is working toward the same goal, everyone cares about achieving success. At the beginning of every quarter, sit down with your team to come up with a goal that everyone can contribute to — then set expectations for ways that each person can help meet that goal.
3. Encourage agile marketing practices, where your team creates initiatives and programs that can help reach your common goal.
It can be hard to prioritize marketing programs, but with an agile marketing approach in place, you can develop the right programs to meet your goals, then involve each of your team members accordingly.
4. Make marketing a team sport.
If only one person gets credit for your team’s successes, your team’s alignment won’t last long.
5. Treat your team like leaders, not employees.
This is possibly the most important thing a marketing director can do to make sure that marketing is always aligned and moving forward.
What are some other measures you can take to make sure your marketing team is unified around central goals? What are some obstacles you’ve run into when aligning your marketing efforts? Let us know in our comments section!