I’ve created a number of marketing functions over the years, and the most important thing I’ve learned is to start with the business objective(s) and work your way down to the tactics.  The order of events looks like this:

1. Business Objectives
2. Budget
3. Marketing Org Design
4. Roles and Responsibilities
5. Marketing Plan
6. Execute

This is going to be a multi- part series where we explore the nuances of each step and why they are so important to building your B2B marketing function. Today we’re going to talk about Business Objectives.

Business Objectives

I cannot underestimate how important this step is in building your marketing function. Think about the most successful team you’ve been a part of. It doesn’t need to be work related; it could be a soccer team, show choir…you fill in the blanks.

When I talk to business leaders about this very topic, there are two unanimous attributes that always come up:

• Successful teams are in sync.
• Successful teams accomplish what they set out to do.

Effective business objectives should articulate what the business is realistically expected to accomplish.  I’ve emphasized realistically for a reason…stretch objectives have their place and should be a part of any high performing B2B business; however, “flying-unicorn” goals can be one of the most demotivating things a leadership team can implement. My advice there…if the numbers don’t add up and you’re pulling your hair out trying to figure out how you’re going to accomplish the objectives, ask for clarification. I was in a meeting once about this very thing, and someone eloquently phrased it like this:

…it’s like asking a first-time skater to land a Triple Lutz.

 So, before you start crafting that wonderfully creative marketing strategy – make sure you have supreme clarity of business objectives and what is expected of the marketing function to accomplish such goals. Only then can you truly build a team and strategy to accomplish what you’ve set out to do.