Business strategies set the firm’s objectives. And they outline how to reach them. In this post, we look at the role of marketers as strategic influencers.

First, take a look at these prior posts on strategic planning:


The Role of Marketers as Strategic Influencers

According to MarketingProfs and Vya:

“‘Marketing’s strategic input is essential for companies looking to succeed in today’s continually transforming business environment,’ according to an infographic created by Vya, a simplified marketing systems provider. Thus, the firm explains that  66% of CMOs want to team with leadership on global business strategy. But they may not always gain empowerment to contribute strategically.”

“It also shares —  First, why it’s wise to include marketing at the highest levels of strategic planning. Second, how CMOs and marketers would prefer to spend their time vs. how they actually spend their time. Third, which obstacles stand in the way to marketing’s strategic contribution.”

“Then, it offers four steps for marketers take to overcome obstacles. And to become strategic influencers. So, ready to make an impact in your organization? Then check out the infographic. Tap or click to see a larger version.”

Marketers as Strategic Influencers

13 Replies to “Marketers as Strategic Influencers”

  1. I agree with the statements regarding marketers being strong strategic influencers and that companies should start turning to them when making business plans and strategies. I believe marketers know consumers and their specific target markets well enough that they can provide accurate and sufficient information when planning. This can help to increase overall customer satisfaction and, in turn, overall profits. I also agree with a statement made on the visual that says how businesses are becoming “increasingly consumer- centric”. In our world today, companies are trying to become more aware of what consumers actually want, look for, and expect from them. That effort will show consumers that companies value them, thus increasing chances of consumers continuing to spend their money and staying loyal, which only positively impacts a company. However, as illustrated, there are some factors that make it difficult for marketers and CMO’s to actually contribute. Despite these, I feel that companies can, and should, overcome them to make room on the planning stage for CMO’s and marketers alike.

  2. It is really interesting (and hopeful) to see the evolution of the Marketing role in many companies. It has become more than just support and creativity to strategy and long-term growth initiatives. One of the roles that I can identify with most in my own previous roles is looking for new opportunities and inefficiencies. In order to properly grasp a new opportunity, resolving inefficiencies and communicating about how these processes came about will impact the next venture.

  3. In the prime of technology, marketing is no longer a supporting service. Marketing has become a crucial component in any company’s success. If a company is unable to properly market, they are unable to succeed. Marketing keeps things current and is able to direct sales to the proper consumers. Innovation tends to come straight form the marketing department.

  4. Marketing is very important for modern day businesses. Marketers are trained to learn their consumers and their specific target markets enough to provide accurate information when planning something for their business plan. If a company doesn’t have a solid marketing plan, they wont be able to reach and intrigue the target audience they want.

  5. Marketers hold one of the most vital positions within a company, as they have the job of marketing their business towards their consumers. Without a solid marketing strategy, the business will most likely not break even. I agree that it is the job of marketers to know what the consumer wants from them and how they should market towards their target market. As with any role, CMOs face a lot of obstacles and cannot always focus their attention to tasks that they want to be doing. Despite these obstacles, many CMOs still succeed in their jobs. The evolution of marketing is very interesting to see as so many things have changed over the years and marketers’ are the best at adapting to these changes.

  6. Marketing has become much more than a support service to companies. It is now a critical part of their success. The way you market your brand can make or break you. Developing a strong positive view of your company, and getting your product/name to be known will bring in much more customers. Staying up to date with marketing helps figure out what works with your customers, what will increase profits, and even ways to make your product better.

  7. For any company, marketing is the main player in making revenue. Without a good marketing plan, a company will not successfully sell a product. In today’s world, technology is the main source of getting a product’s name out there. Company’s have to know their target market and create an advertisement that is appealing to that age group. A company’s marketing strategy can affect their profit dramatically and whether or not they will succeed in the future.

  8. Marketing is a crucial part of a company, so marketers, and especially CMO’s, need to adhere to this. Traditional marketing is different than that of today, for marketers need to be much more involved in all aspects of a company. As my knowledge of marketing is increasing in my Marketing 101 class as well as from this article, I can identify how integral marketing is to a company. The CMO needs to incorporate all the skills and responsibilities listed in this article in order to be the most effective for their company.

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