What’s Marketing Alignment? Search Google for this phrase and you will find a lot of discussion on aligning Marketing with Sales, the old B2B chestnut. I’m not going in that direction.
I’m talking about making sure all the Operational interfaces to the customer have Marketing input, that the messaging and interactions with customers reflect the Marketing Strategy.
Marketing Alignment is making sure Marketing as a discipline is always facilitating Demand Fulfillment across the entire enterprise. If Management is looking for a “big idea” during these times of change, a new way to approach the business as opposed to simply cutting budgets, Marketing Alignment just might be the ticket.
This Marketing Alignment issue can be a particularly important for growth companies. When you started out, it was all about the customer – when there was less than 10 of them. Now that you have 1,000 or 100,000 customers, you have probably created processes, procedures, and goals that unintentionally create barriers to closing new customers and fostering repeat business.
Here’s the basic argument for the Marketing Alignment idea:
