Top 5 things you can do to stop the whispers.
Any Marketer who has been on the job for more than a few months will have experienced this. Of course, most sales professionals can claim the same thing. Isn’t it interesting how you never really hear that about Development or Finance or even Human Resources? To be fair, you may hear it about specific individuals, such as the HR Manager, but rarely about an entire department. Marketing and Sales seem to really be the primary targets here. Why is that? Typically, it’s because what they do is so visible. Did Sales hit their numbers? No? Wow. They’re really sucking. Have we seen a huge increase in new leads? No? Wow. Marketing is totally lame. This is further compounded by a lack of knowledge. People do not understand what Marketing does. If they did then they’d probably be in Marketing. Hence, they do not understand that some strategies and tactics take time, and that many of these approaches start small but snowball as they get traction. However, I cannot tell you how many good Marketers I’ve seen lose their job because they weren’t given enough time for their efforts to produce sizeable results. Often Management will kill Marketing to silence the whispers instead of educating “those who whisper” about what Marketing is doing, while holding them accountable for creating a toxic company culture built on gossip and innuendo.
What do I do now?
As many of you who read my posts know, I enjoy mentoring my fellow marketers, hoping they can benefit from the lessons I learned the hard way. Recently I had one text me a good news / bad news story. It went like this:
“So good news…my initial KPI report that severely lacked numbers