Transformational Marketing

“Marketing is too important to be left just to the marketing department”
– David Packard, HP

A pretty harsh comment Dave! But before we get defensive let’s think about this. Marketing today needs to play a different role than it did only a few years ago. In order to achieve better outcomes marketing teams need to adapt the role that organisational change does.

We’ve always dealt with aspects of internal engagement. We develop internal newsletters. We send out emails updating the team on wins and positive stories. We are the go-to team for almost every other department. So why then do we continue to work in silos. Why do we await the news of the next big priority of the sales team? Why do we outsource market research in the hope that a third party will provide the depth of understanding of our customers that we need?

Marketing teams can be the busiest function in any organisation as it crosses over to the needs of almost all internal stakeholders. So if we serve all departments wouldn’t it be fair to say that instead of serving we instead lead? Sure we do this to some degree in that we can advise what our brand guidelines state and what fits in the realms of possible and not possible, however, there is a future, or should I say the present, that demands more.

“Marketing has the ability to drive organisation change.” – Olivia O’Connor

In the past we haven’t been able to address problems clearly. The issues often relate to sales challenges or customer service issues and they are all treated in isolation. We need to sift through the issues that are brought to us and instead look to the root-cause otherwise we might be treating injuries that need surgery with a band aid.

In the past we haven’t been able to address problems clearly. The issues often relate to sales challenges or customer service issues and they are all treated in isolation. We need to sift through the issues that are brought to us and instead look to the root-cause otherwise we might be treating injuries that need surgery with a band aid.

“Our jobs as marketers is to understand how the customer wants to buy and help them to do so.” – Bryan Eisenberg

Transformational marketing relates directly to the elements required for innovation. It starts with a customer focus and centricity that presents unmet needs and developing a strategy from here. Marketers need to accelerate their skill sets that help them unlock the ability for discovery.

Marketing not only needs involvement in the design of new services and products but marketers have the opportunity to be driving and facilitating these designs. By creating cross functional teams and guiding them through customer findings we unlock better results, create shared goals and create a sense of purpose for individuals and the organisation.

Transformational marketing is our bag at Liv By Design. We know we can help you and your team. Reach out if you’d like to chat more.