Business owners and executives often find themselves caught in a relentless decision-making and strategic planning cycle. Among the many responsibilities that come with running a company, one crucial area that frequently suffers from insufficient attention is the evaluation of the marketing mix. The pressing demands of day-to-day company operations mean that going deep into marketing strategies becomes a sidelined priority, potentially leaving untapped opportunities and unaddressed challenges on the table.

Based on my experience consulting with these busy executive leaders, here are 10 elements of marketing that would help them better understand and grow their businesses.

1. ROI Measurement: You don’t have to get the exact numbers; you have to be consistent with pulling the data. For example, if you are a manufacturer and you want to measure the impact of a promotion on repeat sales, you don’t need to know what purchases were actually repeats; you just need to measure the sales over a period of time after you have tracked your trial- again, over a specific period of time. Of course, this will vary based on the usage of the product. The key is to be consistent in how you track your KPIs.
2. Digital Transformation: Many small to medium companies need help determining what software will make the most positive impact on their business and what the differences are between competing products. I think customer relations management (CRM) software will benefit all businesses. CRM systems not only help in managing customer interactions, tracking sales, and delivering efficient service but also provide valuable insights into customer behavior and trends. Implementing a robust CRM can lead to improved customer satisfaction and loyalty, increased sales, and better marketing strategies.
3. Customer Data Utilization: Having access to customer data is one thing, but knowing how to effectively analyze and leverage this data for strategic decisions is another challenge altogether. You have the data but don’t know how best to analyze it, or you don’t have the data you need or trust to make key decisions. Many times, an experienced analyst can make determinations from data that are not obvious. For instance, data mining can reveal underlying customer preferences and behaviors, predictive analytics can forecast future trends, and segmentation analysis can help tailor marketing efforts to specific customer groups.
4. Content Marketing Value: Whether or not you are engaged in digital marketing, your website is still a critical marketing asset. Customers check out your website, if not to learn about your products and services, to “feel” comfortable with your culture. And, so do your current and potential employees. Every business needs a content calendar with key (keyword/string) message pillars. If you need to rank on search engines you need to know how search engines index sites in order to structure your headlines, copy, and the backend of your site. Search engines are already tracking whether AI is being used and will not rank on AI sourced content.
5. Social Media Impact: Understanding the real impact of social media on brand perception and the bottom line, beyond just likes and shares, can be elusive for some executives. Even if your customers are not big social media users, your employees likely are. These employees are not only consumers of content but also creators, and they can be some of the most authentic advocates for a company’s brand. Through their networks, they can amplify corporate messages and help shape brand perception in the eyes of the public.
6. Technology Integration: It can be overwhelming to keep up with the latest marketing technologies, from automation tools to CRM systems, and integrate them effectively into the marketing strategy. The worst is spending months integrating software that you find out is not the best fit for your company. Companies need to thoroughly assess their current technology stack and clearly understand what gaps exist or what processes could be enhanced by new technologies. Businesses need to set clear objectives for what they want these tools to achieve—whether it’s improving customer engagement, streamlining operations, increasing sales, or gathering better data.
7. Brand Consistency: Ensuring consistent brand messaging across all channels and platforms while adapting to different audience needs and preferences is a common challenge. You need to get your messaging down to one unique difference and stick with it. Achieving this level of consistency involves a detailed understanding of the brand’s values, vision, and the unique benefits it offers to customers. Once these elements are clearly defined, they should be translated into a cohesive narrative that resonates across all content—whether it be social media posts, email marketing campaigns, website content, or traditional advertising. Each piece of content doesn’t need to be identical, but it should reinforce the core message and brand identity, making the brand easily identifiable and differentiating it from competitors.
8. Marketing and Sales Alignment: Sales and marketing should not cannibalize capital allocations from each other. Sales need marketing to maximize their opportunities. Ensuring that these two vital areas do not compete for resources but rather collaborate effectively is essential for optimizing both strategy and execution. This alignment is particularly important when it comes to the allocation of capital. Instead of viewing it as a zero-sum game where one department’s gain is another’s loss, businesses should strategize to leverage their combined strengths, enhancing overall performance.
9. Influencer Marketing Dynamics: If you don’t use influencers in your marketing, you should start…. not just to impact sales, but also to attract talent and potential acquirers if that’s your exit strategy. The strategic use of influencers in marketing is becoming increasingly crucial for boosting sales and enhancing a brand’s overall market presence and attractiveness to key stakeholders such as potential talent and acquirers. Influencers can create a more authentic connection with their audiences, which is often more effective than traditional advertising due to their trust and loyalty with their followers. When influencers endorse your product or service, their endorsement acts as a powerful form of social proof, potentially increasing your sales significantly.
10. Sustainability and other Trends: Sustainability is a buzzword and a business imperative beyond producing eco-friendly products. Companies that do not directly manufacture products with sustainable options can embrace sustainability in various aspects of their business operations, particularly in marketing. Integrating sustainability into your marketing footprint can begin with communicating your brand’s commitment to sustainable practices.