PUTTING THE 'BIG M' INTO MARKETING FOR GREATER IMPACT
Do you have a marketing team or a Marketing team? Small ‘m’ marketers execute tactics and programs, while ‘Big M’ marketers develop strategies that drive the business. Small ‘m’ teams are viewed as service organizations developing presentations, hosting events, and (hopefully) generating sales-qualified leads. ‘Big M’ teams set the pace and tone for the company. They have a seat at the table.
New clients often contact me when their marketing is going one of two ways. It’s either “Our marketing is too strategic. It’s interesting, but nothing is getting done,” or “Our marketing is too tactical. There’s a lot of activity, but I have no idea if it’s making a difference.” ‘Big M’ marketers know how to address either problem. They can blend strategic thinking with tactical execution for optimal results.
I help teams adopt the ‘Big M’ mindset. Whether I’m working with the entire Marketing team or 1:1 with a Marketing leader, ‘Big M’ coaching helps them be more strategic, add greater value to the business, and still have fun at their jobs. Big M Marketing coaching services include:
The assessment reviews everything related to Marketing in your organization: the team, skill set, and structure; the overall plan, programs, and metrics; and performance levels of all of the above. Clients have found this especially beneficial at two critical points. One is when a Marketing team needs to raise its game. The other is when a company is in transition, for example closing a round of funding or considering an acquisition.
MARKETING TRANSITION COACH
Ideally, there’d be overlap between an outgoing CMO and the new one. In the real world, this rarely happens. During this transition period I work with executives and members of the Marketing team to mitigate potentially negative impact of the CMO’s exit, provide oversight of critical projects, and bridge the gap between the old and new CMOs. I also help CEOs evaluate CMO candidates by developing hiring criteria and interviewing finalists.
No one walks into their first CMO job knowing how to do it all. I work with first time CMOs as well as senior Marketing leaders who are being groomed for promotion or are looking to make their next career move. I also work with current CMOs facing a significant challenge such as reestablishing Marketing’s credibility within the organization, taking Marketing in a new direction, or aligning Marketing more closely with Sales.
PARTNERING WITH YOU
Watch this brief video to learn how I help clients achieve meaningful, transformative change through business, executive, and recovery coaching.
We all fall into the same trap, getting caught up in minute details that distract us from our primary mission. We forget to pull up, look around to see where we are, and ensure we’re on the right course.