On the minds of many CEOs for this year and beyond is making business growth a top priority. From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth. Coming out of the doldrums of the near global economic meltdown beginning in 2008, businesses are bent on growing.
Alignment is a tricky word. For marketers, it has meant gravitating towards the inevitable arguing on about tactical marketing and sales alignment. Where their eyes should gaze is towards aligning with business growth strategies. What organizations have to be wary of today are their marketing goals being out of alignment with business growth strategies.
Aligning Marketing With Business Growth
The digital economy continues to evolve and make the globe a smaller place. Communications are happening in an instant and connectivity is no longer the hurdle it once was. With this evolution well underway and gaining speed, organizations are realigning their business growth strategies.
Marketing, however, in most organizations continues to function as it has over the past few decades. Surely, what marketing is doing today in terms of tactics is much different than a decade ago. However, reorganizing the function of marketing into a strategic role, aligned with business growth strategies, is still an arduous road ahead for many marketing departments.
Use Buyer Personas To Align Marketing With Business Growth Strategies
