Gaining Insight from Clients and Colleagues to Achieve Sustainable Growth

One of the most rewarding aspects of my job is the knowledge and insight I gain from working with clients and colleagues. Over the years, I have had the privilege of working with some of the world’s most successful brands and highly intelligent people, and have been able to engage with innovative thinkers I am proud to call my clients. Much of what I write about is a combination of the learnings, ideas, conversations and experiences I acquire, which I use to create quality deliverables for our clients. Through these, we hope to both improve our deliverables and help our clients and the wider industry.

This is the first article in a three-part series on the success elements of growth. Many have discussed the importance of growth and what companies need to do to grow, but many still struggle to do so. Organizations can realise sustainable growth, and marketing has to play a big role in that – the thoughts and approaches I will share are what I have learned over the years, what I use in my business and what I have applied at other organisations.

Recently, I saw a post on LinkedIn from a colleague which said “Marketing is long on tech and short on people. Sales is long on people and short on tech”. This echoed something I have seen a lot of in marketing, which is that they look to technology to solve their problems. While technology does have a role to play, marketing is only as good as the strategy which it is there to enable. It is this that makes it difficult for marketing to contribute to growth.

The job of marketing is to help a company grow, but this can be challenging. In most organisations, the biggest limit to growth is a lack of a defined framework and process. I spoke to a prospect this week who admitted they did not have a plan or understanding of how to replicate or optimise the areas of their business that led to growth.

In this series, I aim to get you thinking about how to approach growth purposefully and how to build a sustainable growth foundation for your business. To do this, I have identified six success elements which are needed to achieve sustainable growth. These are not necessarily needed at specific points in the journey, but their importance in achieving consistent growth cannot be understated.

These elements require a unified approach from marketing, sales and customer success, all of whom play a role at various stages of the customer journey. To get started, align with your sales and customer success organisations and ask the following questions: “Who do we think our customers are?” and “What do we think our customers care about?”. After this, reach out to your customers and check your answers.

In the following two articles, I will break down the six success elements and discuss what is needed to achieve peak maturity in each area. I will also provide a roadmap to help you build the growth foundation for your organisation. So, get MarTech! Daily. Free. In your inbox by subscribing with your business email address.

Originally reported by Martech: https://martech.org/the-success-elements-of-marketing-driven-growth/
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