February 17, 2013

Smarketing and Goals

The term “smarketing” has been used recently by Hubspot to refer to their successful process of sales and marketing alignment (they credit the term to Dan Tyre).

Sales + Marketing = Smarketing.

But I've taken to using that word for Smart + Marketing.

Smart Marketing = SMarketing.

SMarketing is the antithesis of going through the marketing motions.

Really, we shouldn't even need a separate term, since we’re talking about classic, effective marketing—goals, target markets, personas, messaging strategy, integrated marketing mix, best practice execution.

But not everyone does their marketing that way. And we probably won’t get them to change what they’re doing to … oh … I don’t know … Dumarketing. So let’s name the good stuff as the exception. SMarketing.

Most marketers are aware of the tenants of SMarketing. Still, a combination of old habits, perceived institutional constraints, inability to prioritize, mismatched skills, and lack of training lead to a culture of activity based, ineffective marketing programs.

Lack of marketing training and mindset is a particularly pesky problem.

Let's say you broke your leg while snowboarding. Would you go to an emergency room where the person who sets broken bones was schooled in accounting but took to setting bones because, “well someone had to do it?” Look, there’re all sorts of reasons people choose or fall into a marketing role. Once there, they should be interested enough to seek out basic training and continuing education to stay on top of their craft. Or get out of the way for someone who will. Okay, getting off soapbox.

SMarketing starts with Goals. Business goals.

You shouldn't really set out to do any marketing plan, let alone executing tactics, unless you know what the business is trying to do.  Go ahead, ask your executives or line of business heads. If the executives cannot articulate it, time to find a new company. More than likely, though, you forgot to even ask them.

So what is your business (or line of business or product line) trying to accomplish? Create a new market. Defend or take market share from the competition. Increase return business from current customers.

From these goals you can choose your targets, messages, content and metrics and make a plan.

This goal thing works down the production chain too. Every email, post, tweet and trade show should, on the one hand, support a top level goal and, on the other hand, have it’s own particular project or task goal. And when you ask a creative or operations person to execute a marketing element, tell them the goal. How else can they help you optimize results?

Goals. The first step on the road to SMarketing. Check back for more SMarketing.

No comments:

Post a Comment