When was the last time you were asked to jump in and do something different and you were scared out of your mind? If you’re like most of us, it happens now and then, and we turn it down politely and move on.
For over 30-years I’ve worked for and consulted with businesses where sales and marketing teams don’t exactly work together like a well-oiled machine. However, when I have seen them working on the same page and supporting each other, it’s like an ice-cream sundae with warm chocolate syrup on top. Mmm…mmm. When they are facing in opposite directions, it usually is indicative of missed sales opportunities, poor communication, marketing initiatives that aren’t fully functioning and unproductive work environments. Now, who in the world wants this?
Today’s hyper-growth-minded companies are looking to digital transformation as the answer. But, scalable growth has quickly become so much more than that. It’s not just digital transformation that needs attention; it’s how to adopt that concept and new activities within your business framework as well as your product/service offerings, and fashion an entirely new model within a new array of thinking. Basically, reshaping your business is required or your competitors will reshape it for you, and it won’t look good.
Yes, your business does need a strategy to innovate. But, there is not one clear path for crafting an innovation strategy. Nor is there a one-size fits all for businesses to start the innovation process.
As a career marketer, I’ve always believed that great marketing can overcome pretty much anything the brand or market throws our way. (Lack of demand, lack of funds, poor lead-gen activity, PR challenges, increasing competition, and poor high-school turnout to name a few). Time and time again, I’ve been part of marketing teams that created strategies and executed on them — all designed to overcome business challenges. However, conquering a monumental challenge shouldn’t have to be the norm for marketing teams; there are other ways to attract the students you want and need that do not have the dark cloud of a looming “crisis” overhead.
Have you ever wondered what business would be like if the industry you’re in suddenly changed overnight? I know this sounds rather nutty, but seriously. What would you do? What typically ushers in sudden change is technology and new ways of thinking about and solving existing customer problems.
The strategy first starts in the minds of the business leaders who are trying to solve complex issues and ways to acquire new customers. But there are many missing components commonly overlooked for your strategy to be successful.
Here’s the problem; you’re all jacked-up because you’ve got a great idea. You can’t wait to share it with someone, and who better to tell than your boss. Oops… epic failure. Let me guess, was your idea shot down almost immediately because your boss saw a glimpse of it and said, “We’ve tried that before and it didn’t work.” If that happened to you, the potency of your campaign idea and all the strategic variables of it just lost its pizzazz – ugh! What do you do now?
Project fatigue is disruptive and is like a disease. When unrecognized and untreated, project fatigue will negatively impact your marketing team and their productivity. Fatigue feels like your car is speeding beyond its limit and the wheels are shaking, steering safely is nearly impossible and staying under control is all but lost. Don’t do this to your marketing team.