The Importance of Marketing Alignment

The Importance of Marketing AlignmentIs marketing aligned with the business? And who’s fault is that?

Too often we see departmental objectives not quite aligned with the overall business objectives for a particular organization. This isn’t a good thing, but it’s not uncommon either.

Surprisingly, this lack of alignment doesn’t necessarily come from different ideas of what marketing should be focused on. I’ve had CEOs clearly outline for me their business objectives and revenue goals, then two minutes later explain their vision for what marketing should be doing – and those focus areas have little if any linkage to the business goals.

Marketing isn’t about tactics. It isn’t about brand. It isn’t about leads or PR or sales collateral or any of that.

Marketing is about driving revenue. Marketing is about accelerating market share. Marketing is about delighting customers. Marketing is about growing the top-line, and increasing margins.

Marketing (just like any department) is still responsible for executing at a tactical level. But if those tactics don’t match the objectives, and the objectives don’t align directly with what the organization cares about most, there’s a problem.

In a well-aligned organization, there are no cost centers. Every department is a profit center. Every department is focused on delivering customer value and accelerating organizational growth.

Don’t miss an article – Subscribe to our RSS feed and join our Continuous Innovation group!


Matt HeinzMatt Heinz is principal at Heinz Marketing, a sales & marketing consulting firm helping businesses increase customers and revenue. Contact Matt at matt@heinzmarketing.com or visit www.heinzmarketing.com.

Matt Heinz

NEVER MISS ANOTHER NEWSLETTER!

Categories

LATEST BLOGS

The Roles of Risk and Luck in Innovation

By Jesse Nieminen | January 21, 2021

One of the most controversial, and perhaps even misunderstood topics in innovation are the roles of risk and luck for…

Read More

Diversifying the Corporate Boardroom

By Dan Blacharski | January 18, 2021

Diverse talent is abundant, but do you still need to know the secret handshake? A small group of tenured leaders,…

Read More

No Comments

  1. Jim Sabogal on June 1, 2010 at 5:20 pm

    Hi Matt,
    What a timely post. I’m in the midst of aligning our marketing efforts for a new business unit that I have started. The points you make in your post has helped me make sense of my companies seemingly separate vision between the business and marketing. I agree on the points around alignment and the goals for marketing.
    THanks,
    Jim Sabogal

Leave a Comment