Many leaders think asking for help on marketing strategy is a sign of weakness. The overall strategy is considered exclusively an internal responsibility.
The art of marketing is recognized but looked at warily while the science of marketing is barely acknowledged.
When it comes to target market analysis and segmentation, a common refrain is “We know who our target markets are.”
The reality is you don’t have to – and shouldn’t – go it alone. Asking for help with your marketing strategy and tactical implementation is actually a sign of strength and something done with other disciplines like finance, IT and legal.
Move forward knowing marketing is both an art and a science.
Acknowledge it is both strategic and tactical, and that rarely does an internal team have the resources, expertise and bandwidth to do both by themselves.
Take the time to map out what parts of both the strategic and tactical activities team members – internal and external – will handle. Make it a partnership, not just a vendor relationship. There are other areas in your business where a vendor relationship might work.
Marketing is not one of those. It is not a commodity, piece of equipment or administrative task.
While you probably do have a good understanding of your target markets, consider that one tweak or enhancement of your market segmentation could dramatically improve your bottom line. Hearing an outside perspective doesn’t make you any less of a leader.
It doesn’t mean you are derelict in your duties. It means you have ideas about your company and want to hear an outside expert’s perspective on those ideas.
Marketing strategy and your target market drill down are too important and need to be a focus of both your internal and external team members.
Leverage outside expertise to enhance your marketing – strategy and tactics.