Marketers have a pivotal role and a fundamental responsibility to contribute to bottom-line numbers. To be an earnings asset, a marketing leader must execute auspicious projects.
Attaining an optimal ROI requires advanced planning and a rigorous process of framing the initiative. When creating a campaign, producing new content, generating a channel mix, preparing a go-to-market plan or designing an experience, the team must first tackle the ‘why’.
Finish the statement – We are investing time and resources in this project because ….
Be clear on the answer, which should include the benefit to the company and the value to customers.
Next is alignment. Does the project support business objectives and current priorities? Is there alignment to the buyer’s reasoning and requisites? There needs to be specific orientations, meaning that you define the project alliance with company objectives and customer intent, and identify the priority association.