How Marketing worksMarketing teams create outputs; the Marketing team creates value.
The Marketing team is the reason for all of the mindshare, opportunity, preference, perception and experience a customer receives. The marketing team is responsible for the love of a brand and the marketing team accountable for the pipeline created.
The Marketing team is also the reason for all of the limitations, waste, inefficiency, inaccuracy and confusion of that value.
Structuring Marketing teams for innovation
Innovation is the lifeblood of long-term success. Innovation is about disrupting the way things are done today to make them better for tomorrow. If you don’t disrupt yourself, someone else will, and that’s almost always less pleasant.
5.8 How do we win?
Measurements and KPIs drive behaviour. Set them correctly and they can drive collaboration and significant business value. Set them poorly and they can put you on a path that’s difficult to retreat from. Set them unfairly and they will rapidly demotivate a team. Set them effectively and they galvanise action and empower people to success.