Marketing teams are often responsible for executing a range of tactics, but the most important factor is often overlooked - what business outcomes are they actually trying to achieve? Without this alignment, marketers can become overwhelmed with requests. Here are three actionable ways to turn outputs into outcomes.
Firstly, it is important to ensure that the team and stakeholders are aligned on a Guidepoint, which is a clear statement of what success looks like in the next few months. This can be achieved by reframing questions to focus on outcomes. For larger companies, it may require conversations with higher-level personnel who understand which business outcomes and KPIs are most important for the company. A Collaborative Planning Workshop is a great way to discuss the Guidepoint and brainstorm executable ideas that will meet those outcomes.
Secondly, it is essential to create a transparent and flexible system for prioritising work. Agile marketing calls this the Marketing Backlog, and it should be a single list of future work. Putting all the work together will allow for difficult conversations with stakeholders and force them to make decisions. It will also highlight any work that is no longer relevant.
Finally, decisions should be made based on customer feedback and data. This can be done by companies of any size. As an example, a recent LinkedIn outreach effort was tested with a small micro-campaign. Success criteria can be set and the campaign monitored to see if it is worth investing more time in. If not, it can be aborted and a new approach tried.
By aligning on business outcomes, having a transparent prioritization system and using data to inform what to work on next, marketing teams can ensure they are working on the right things at the right time.
Originally reported by Martech: https://martech.org/3-ways-to-align-marketers-to-business-outcomes/
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