This month, Get There is dedicated to business goals – their importance, their challenges, and ways to master them with success. Last week, we explored the Review portion of the process, and today, we begin the second phase. We Reset.
Recently, as we invited you to revisit goals that were likely formulated at the start of the year, we discussed how understanding your brand story (link 8/9 post) assists in the goal evaluation process. This week, we want to take you one step further. Let’s dive even deeper into brand knowledge and discover how it relates to smart business goals.
The most important question for you, as your company’s lead marketer, is this: what are your brand’s mission and vision? As an employee of the business, chances are that you have a general knowledge of these items. Effective leadership in marketing, however, calls for an intimate knowledge of a company’s mission and the vision that is intended to fulfill it. If you aren’t crystal clear on this crucial piece, we suspect that it is hard to guide your marketing department, and therefore your company, to success.
If you find yourself in this position, or if you think your understanding of the company’s vision could be deepened by revisiting it with executive leadership, it is time to press Reset. This is the perfect time of year to pause, take stock of where you stand, and develop the company knowledge you need to excel. Soon, the rush of the end of the year will be upon us, followed by the busy onset of a new one — usually not the best time to ask questions of your brand’s senior leadership. Exploring this topic now will benefit both you and your team members.
A full, working understanding of your company’s purpose is the key to marketing success. It holds the answers to customer engagement, relationship building and better sales. Mission and vision, for the marketer, translate to an increased bottom line. And when your CEO hears that, he will be thankful you took the time to reexamine your company knowledge, preparing yourself to set more effective goals, now and later.
Image credit: Karly Herron
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