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O P I N I O N
To get the most return on your marketing investment dollars, leaders need to help build dynamic, collaborative relationships between principals and marketing teams. The principal-marketer partnership
I s your leadership using their marketing teams to the highest degree of effectiveness? Your firm’s leadership has the power to supercharge the principal-marketing relationship to help keep your firm on the winning edge. Many principals once wore the marketing hat in their firms, managing proposals, advertising, and building business development. To get the most return on your marketing investment dollars, leaders need to help build dynamic, collaborative relationships with their marketing teams. When closely aligned with your firm’s goals and strategies and empowered to bring their expertise to the table, your marketing team will free up valuable principal time, maximize your firm’s marketing efforts, and elevate your organization.
Megan Bergstrom
Here are a few ways to empower and optimize your marketing team’s work and align efforts toward your common goals. ❚ ❚ Build a go/no-go process. Bottom line, a go/ no-go process to determine which project or PR opportunities to pursue is a smart move for calculating your ROI/ROMI and will drive better performance for your marketing team. Opt for quality over quantity. A go/no-go takes a thoughtful account of company skills and resources, where a scatter-shot approach to RFPs or ad and branding opportunities eats away at your marketing budget, creates a frenzied environment, and compromises end-product quality. Worst of all, it’s a morale
killer if your marketing team feels their efforts aren’t purposeful and successful. The go/no-go ensures that the opportunity is a good fit for the organization. If there is not enough time to commit to the process, then passing on the opportunity is probably the best choice, but make that call before your team dives in to a project. Everyone wants to win, and marketers can really bite into the fact that they have a better-than-fair shot at success. ❚ ❚ Establish a vision. Setting a clear vision of why you are pursuing a project, ad, or article, for example, is foundational to creating a relevant, quality product. When your team understands your purpose, they
Valerie Hendel
See MEGAN BERGSTROM & VALERIE HENDEL, page 12
THE ZWEIG LETTER JULY 20, 2020, ISSUE 1353
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