Happy New Year, everyone! I hope that you had a great holiday and are well-rested. I was on the road from 10/14 to 12/21, and I am so happy to spend the holidays at home and just chill…and eat.
As a marketer, if your company’s marketing plan for the new year is done, I’d strongly recommend you do one thing, tie your job contribution to your Company’s business goals and marketing objectives and do that in one page. This is especially important for a marketing specialist, an individual contributor or a first-line manager.
Obviously, we know our roles and responsibilities. There are many things we do on a daily basis, such as answering email or attending meetings, that don’t really contribute to achieving our business goals and marketing objectives.
When I mentor marketers or even work with my clients, I always encourage them to document what they do and tie that to the company’s business and marketing objectives.
Here is a simple one-pager I want to share with them:
Six Components of Your Marketing Contribution
1. Business goals
What is your company’s revenue, growth % or market segment share goal? It’s important that you know that. This is especially important if you support your sales team.
2. Business objectives
What does the company want to accomplish this year? Maybe the company wants to grow a new segment, tackle new countries, or launch new products. Write 1-2 statements.
3. Marketing objectives
What does marketing do to support the business objectives? In general, marketing tends to build brand awareness, drive demand or enable sales, but it needs to align with business objectives, say, of going after new segments, tackling new countries or supporting product launches.
4. Marketing Strategies
How do we drive demand? What tasks do we need to do to make that happen?
5. Deliverables + Contributions
What do you do to contribute to the strategy? Can you list 3-5 deliverables that connect to strategy?
6. KPIs + Measuring Success
Be very specific. Number of content items created. Number of MQLs or big projects such as complete a website refresh.
Meeting With Your Manager
When you have a 1:1 meeting with your manager, you can use it as the basis for a discussion. This will help make sure you are both in sync and agree on your plans and that they support the objectives. If adjustments are necessary, you can make them collectively.
To welcome the new year, I hope that you sit down and create a one-pager and let me know how it works for you.
Reach out anytime.
Again, Happy New Year!! Talk to you next week.
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