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The importance of aligning marketing teams to business objectives

This article was based on the interview with Allison Breeding of Apptio by Greg Kihlström, MarTech consultant for the B2B Agility with Greg Kihlström podcast. Listen to the original episode here:

Aligning goals and educating teams are two critical components of successful marketing efforts. In this article we’ll discuss several key themes emerge that highlight the importance of alignment and education within a marketing organization.

One key aspect of aligning goals is ensuring that everyone within the organization, from the C-suite to individual team members, understands the objectives and priorities of the marketing team. This alignment helps to create a shared vision and fosters collaboration across departments. By educating peers on the role of marketing, the CMO in the podcast was able to build support for their initiatives and secure resources needed to drive demand and revenue.

Educating teams within the marketing organization is also crucial for success. By providing regular updates, hosting all-hands meetings, and sharing progress on key initiatives, the CMO was able to ensure that team members were aware of the broader marketing strategy and their role in achieving it. This level of transparency and communication helps to build trust and engagement among team members, leading to greater alignment and effectiveness in executing marketing campaigns.

Additionally, aligning goals and educating teams can help address challenges that arise when working with other departments, such as IT. By clearly articulating the impact of marketing initiatives on overall business goals, the CMO in the podcast was able to build a case for collaboration and resource allocation. This approach helps to break down silos and promote cross-functional teamwork, leading to more efficient and effective marketing efforts.

Effective collaboration with other departments is essential for the success of a marketing team and the organization as a whole. By prioritizing communication, building relationships, understanding goals, and seeking feedback, CMOs can drive innovation, align efforts, and achieve greater success in their marketing efforts. Collaboration is key to unlocking the full potential of a marketing team and driving growth in today’s competitive business landscape.

Aligning your marketing team to business goals.

In the podcast, Allison Breeding, CMO at Apptio, emphasized the importance of aligning the marketing team to the goals and objectives of the business. She highlighted the significance of ensuring that everyone in the organization is working towards the same common goals and that the organizational structure is designed to support these objectives. By aligning the team to business goals, marketing leaders can drive success and achieve greater results.

One key takeaway from the podcast is the importance of aligning the marketing team’s goals with those of the overall business. This alignment ensures that the marketing efforts are in line with the strategic direction of the organization and are contributing to its success. By understanding the business goals and objectives, marketing leaders can make informed decisions about their strategies and tactics, ultimately leading to more impactful marketing campaigns.

Another important point raised in the podcast is the need for thoughtful hiring decisions that align with the needs of the company. By carefully considering the skills and expertise required to achieve the business goals, marketing leaders can build a strong team that is capable of driving success. Additionally, leveraging networks and seeking input from peers and employees can help ensure that the right talent is brought on board to support the organization’s objectives.

Overall, aligning the marketing team to business goals is essential for driving success and achieving results. By prioritizing communication, building relationships, understanding goals, and seeking feedback, CMOs can ensure that their team is working towards a common purpose and driving growth in the organization. Collaboration and alignment with business goals are key components of a successful marketing strategy in today’s competitive business landscape.