To be an effective marketer, you need to become a solid partner in your client’s business. You need to understand their product, service, core philosophies, and their corporate climate so that you can build strategies to move them forward. As you go through the Getting-To-Know-You phase, you begin to see some of the patterns and habits that the company has, which may be working against them. And as you identify these patterns, you need to plug in new approaches that can help to shift the corporate focus and allow for some fresh thinking.
We’re all guilty of doing things “the way we do them” without trying to mix it up. If it ain’t broke, don’t fix it. But being stuck in a rut and doing things the same old way because “that’s the way we’ve always done it” may be precisely what is keeping your business from taking things to that next level. And chances are if you’re the one who’s been spearheading this company or team for a number of years and has implanted this corporate mentality, you won’t be able to see where the trouble spots may lie.
The marketing team needs to help the client to back up and examine the company from 30,000 feet – to view it as a whole and not just a close-up look at the individual parts. The business owner can take a guided tour of his/her own corporate culture and see where there may be communication or organizational breakdowns that require fixing. Marketing strategies and programs can be plugged in to address these hiccups, fill in the potholes and pave a smoother path to growth.
The marketer needs to be clear about the changes that are needed and the business owner needs to be open to possibilities. That’s what a good partnership demands.