Championing marketing to the C-suite
By Linda Forrest
There’s an old adage about the cobbler’s kids having no shoes, which means the shoemaker is too busy making shoes for his customers to ensure that his own children have shoes on their feet.
There’s an unfortunate parallel in marketing: marketers are often spending so much of their time marketing to prospective buyers that they fall down promoting the virtues of marketing to their higher ups, who make the ultimate decision about whether to sign off on the proposed marketing budget.
In an agency environment, the failure to articulate the value of marketing and why it’s an investment rather than a cost centre, can spell death for the business altogether. When internal marketing resources fail to sell their marketing proposals to the C-suite, the repercussions are felt far beyond the marketing department as campaigns not fully executed result in fewer leads entering the pipeline and fewer sales down the road.
