When I ask B2B marketers about their personal priorities, they describe their desire to participate in strategic, high value decisions. Too often, this goal stands in stark contrast with their stories about a typical workday, toiling away with little more autonomy than a production-line factory worker.
No one questions that the finance department is best qualified to keep the books or that the engineers have the authority to build useful products. However, it seems like everyone has a better idea about how marketing should function. From content marketing to launch strategy and messaging, marketing tends to be everyone's playground.
Why is this? The fundamental problem is that the marketing discipline lacks a perceived core competency: a unique strength that positions marketing as the respected authority on decisions within its own purview.
The Strategic Gap
Until we address this competency question, marketers cannot become the strategic resource that will contribute bottom-line benefits and deliver clear competitive advantages to the organization
In a new article for CMO.com, I offer my proposal for addressing the problem. In my view, the best way for marketers to bridge the gap is to build the necessary skills and knowledge to become buyer experts.
Just check out the invite list whenever executives meet to devise strategies to reach new markets, achieve difficult goals or overcome competitive obstacles. Does anyone at that meeting have the factual insights about how and why different buyers will respond (or not) to a given course of action?
Now imagine a different approach to the role of marketing. By talking to real buyers in 1:1 conversations, marketers would gather the critical insights that would make them among the company's most valuable competitive assets. (For a brief summary of these buyer insights, see my "Five Rings of Customer Insight" in the July/August 2012 issue of Sales and Marketing Management.)
As a result, marketers would be the source of information to help inform many of the decisions at the highest levels of the company. After all, the buyer's perspective should be at the heart of every business decision – from acquisitions to market expansion and product introductions. It's also the missing link that would enable marketers to develop effective content and successful campaigns targeting the right buyers with the right messages.
This essential skill – which I teach in my buyer persona workshops and coaching – would help marketers finally close the competency gap, building the credibility and authority to gain a seat and a voice at the strategy table.
What do you think? How can marketers overcome the core competency gap? Please share your perspective with your colleagues here and on the CMO.com forum for my article What is Marketing's Unique Core Competency?