MARKETING DIRECTION
Marketing can become busy without being clear about where it is going. Priorities compete, opportunities emerge, activity accumulates and decisions become harder to make.
Clarity about what marketing needs to achieve, where to focus and what decisions need to be made ensures the function can move forward with purpose.
WHY DIRECTION MATTERS
Marketing can have plenty of activity and still lack direction.
As marketing becomes more complex, it can become increasingly difficult to maintain a clear sense of what matters most. There may be multiple stakeholders, competing priorities, agencies and specialists, new opportunities and an ever-growing list of things marketing could be doing.
Direction helps determine what marketing should focus on, what it should not, and how the different parts need to work together.
Without that focus, resources can become spread too thinly, decisions can drift and marketing can become reactive rather than purposeful.
IS MARKETING LACKING CLARITY?
THE DIRECTION FRAMEWORK
Good marketing direction starts with understanding what the business needs from marketing, then making decisions about where attention, resources and effort should be focused.
OBJECTIVES
Determine marketing’s goals.
Connect marketing to business objectives and define its contribution.
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PRIORITIES
Decide what matters most.
Focus marketing’s attention, investment and resources where they matter most.
DECISIONS
Choose the way forward.
Confidently navigate new ideas, competing priorities and trade-offs.
ALIGNMENT
Keep everyone aligned.
Align teams, partners and stakeholders around shared priorities.
FROM OPTIONS TO PRIORITIES
Marketing can’t do everything.
There will always be more opportunities, ideas and demands than marketing can pursue effectively. Good direction means making informed choices about where marketing should focus, what can wait, what should stop and where further investigation is warranted.
In practice, that might mean deciding which opportunities deserve attention, which initiatives to defer, what activity is no longer delivering enough value, or where a new idea is worth testing before committing further resources.
The result is a more focused, purposeful approach to marketing.
THE DIRECTION GAP
A lack of direction can be difficult to recognise. Marketing may appear busy and productive, with plenty of activity underway, but still lack a clear sense of what matters most or where it should be heading.
Priorities shift, decisions take longer, teams respond to competing requests and activity can continue simply because it has always been done. That’s often a sign that marketing needs clearer direction.
UNCLEAR PRIORITIES
Everyone is busy, but there is little agreement about what matters most.
COMPETING DEMANDS
Different parts of the business are asking marketing to do different things.
REACTIVE MARKETING
Activity is driven by immediate requests instead of agreed direction.
DECISION FATIGUE
Too many options and no clear sense of what matters most right now.
DETERMINE WHAT COMES NEXT.
FAQ ABOUT MARKETING DIRECTION
What is Marketing Direction?
Marketing Direction establishes what marketing needs to achieve, where it should focus and what decisions need to be made. It helps keep priorities aligned as the business and its needs evolve.
How is Marketing Direction different from Marketing Strategy?
Marketing Strategy establishes the overall approach to achieving the business’s marketing objectives. Marketing Direction focuses on the decisions, priorities and choices that keep marketing moving in the right direction.
How is Marketing Direction different from Marketing Planning?
Marketing Direction establishes the focus and priorities for marketing and determines which decisions need to be made. Marketing Planning translates those priorities into a structured plan for organising and executing the work.
When does a business need external marketing direction?
External direction can be useful when priorities are unclear, competing demands are making decisions difficult, or the business needs experienced perspective to determine where marketing should focus.
How is Marketing Direction different from Marketing Leadership?
Marketing Direction focuses on establishing priorities, making decisions and determining where marketing should focus. Marketing Leadership provides the senior judgement, accountability and leadership needed to lead the marketing function and ensure those priorities are delivered.
Can you work with agencies and external specialists?
Yes. I can provide the direction and oversight needed to ensure agencies and specialists understand the business priorities, their role and how their work contributes to the broader marketing objectives.
Can Marketing Direction be provided on an ongoing basis?
Yes. Direction can be provided as a defined engagement or ongoing support, depending on the needs of the business and how much senior marketing input is required.
How do you determine what marketing should prioritise?
I start by understanding the business objectives, what marketing needs to contribute, the opportunities available and the resources and capability already in place. Priorities are then assessed against their importance to the business and the contribution marketing can realistically make.