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.
Subscribe to B2B Marketing & More
If you like this podcast, please Subscribe and review it on Apple Podcasts.
Check out B2B Marketing & More previous podcast episodes.
I also have a B2B Marketing and More YouTube Channel. I publish one video a week. Each video is about 5-7 minutes long and all about B2B Marketing. If you prefer video, please subscribe.
What can Pam Didner do for you?
Being in the corporate world for 20+ years and having held various positions from accounting and supply chain management, and marketing to sales enablement, she knows how corporations work. She can make you and your team a rock star by identifying areas to shine and do better. She does that through private coaching, keynote speaking, workshop training, and hands-on consulting. Contact her or find her on LinkedIn and Twitter. A quick note: Check out her new 90-Day Revenue Reboot, if you are struggling with marketing.
