The "old school" view of marketing is that it is a separate department that advertises the organization's products and services and ensures that they meet the wants and needs of the target audience. But to what extent does this traditional view of marketing still hold up? Marketing has increasingly become a team sport; a mindset of how you act as an organization together with all employees from all departments. Marketing touches everyone in the organization.
Marketing is a team sport
A successful marketing strategy is carried by the entire organization. Everyone contributes to the success of the strategy. Just like in a team sport, you strive together for the best result, and an individual miss can affect the entire team. A few examples:
– Vendors need to bring in new business. But without thorough knowledge of the market, this is impossible. What is going on with the target group? What wants and needs do they have? Marketing can provide those insights.
– Product Developers are not just responsible for developing products that work well. Products must also contribute to the organization in the long term. Products must be "hot," future-ready and use the latest trends.
- The finance department must have its financial housekeeping in order. But they also contribute to the image the outside world has of the organization. By having everything under control, communicating on time and correctly, and settling matters neatly, they contribute to a positive image of the organization.
- The HR Department is the most distinguished culture guard in the organization. They are responsible for hiring and retaining people whose standards, values and qualities fit perfectly with the organization's vision.
Being in tune with each other as a team and having the same goal in mind produces the best results.
Engagement is necessary
A soccer coach who does not share tactics with the team, or only with the captain, does not make himself popular. In a team sport, engagement is crucial. Therefore, the marketing strategy must also be shared with everyone. There is no point in pushing a strategy through. Marketing is about a shared vision, a mission you have as a company, core values you promote as employees. You have to figure out what you stand for as a company, what you are good at and what added value you have as an organization. You base your marketing strategy on these unique aspects. In this way, you ensure that it fits the company's identity and you increase the likelihood of internal support for your marketing efforts.
Philip van Kemenade is marketing manager at Dysel and has daily contact with end users of software.
