Marketing Function

The marketing function within a business will provide the best results when the function is thought of in terms of taking the business to a whole new level of selling.

The flow diagram above presents an overview of a outcome focused marketing function. Marketing will undertake the tasks of design, communications and the development of campaigns. Each of these will find their expression through sales, market development and product marketing programs. The results of this activity being measured by revenue, marketing metrics and value. 

It is easy for marketing activities to be side tracked. Taken down a pathway towards design perfection, search engine domination or the achievement of any one of a multitude of tasks that are often asked of a marketing team.


Marketing that is setup to align itself to design and communications can become a cost centre rather than a revenue generator.  With the right adjustments and a clear workflow, inhouse marketing can become a multiplier within an organisation when aligned to sales and revenue.

Now, everyone wants the organisation’s collateral, advertising and website to look fantastic and feel attractive. Yet design and or communications can be self serving. Better to align design and communications to profit and profitability.

How can profit be linked to design? Well, we start by thinking of design and communications as inputs rather than outputs. Rather than, “we need a new brochure”, consider thinking about how a program or campaign can increase sales or profitability. This is the creation of an experience where connections at a rational or emotional level transform into sales. So often design and communications misses this important goal. With precision, design and communications can provide purpose and meaning through this experience and connection. Placing this phenomenon into a program of activities, events, and exposures where many connections can be made is how sales targets are achieved.

A side note;  the misconception that the pursuit of design is hindered by the demands of sales and revenue is misguided. The key here is to think of design and communications as an input and sales or revenue as the outcome. It is design and communications that create a sales opportunity when crafted correctly into programs and campaigns.

Start thinking of marketing as an input rather than an outcome. While a simple model, it can be extremely valuable if you are wondering how to get the most out of your marketing function. Remember think marketing input and revenue output!

Goals and Tasks for Marketing

Sales Management

Effectively manage sales from lead generation to a defined sales proces (pipeline) using a crm system with integrated workflows.

• Design a lead, sales and service workflow
• Outline and document sales system
• Review, refresh and or establish sales materials
• Implement a customer service outbound/inbound call program

Client Proposals

Establish a tender document system with automation and customisation features.

• Prepare a tender document guide with workflows
• Develop content into standard and optional modules
• Develop components and options for modules
• Develop production platform either MS Word (VBA) or InDesign (Script)

Design

Deliver a brand strategy that improves awareness, recognition and understanding of the offer.

• Review all design, refresh and enhance
• Explore sub branding for products and service add-ons
• Create a design system including style guide
• Establish a studio asset management system
• Create a visual design system to communicate complex ideas (illustration)
• Design for interactive and video mediums

Growth and Campaigns

Develop campaigns and programs to achieve business growth.

• Prepare corporate branding campaign
• Prepare product campaign
• Develop sales program

New Markets

Enter new markets through a process of research, identification, evaluation, prototyping and campaign launch.

• Profile clients, projects, sectors and industries to identify gaps
• Schedule a research program
• Seek trial customers and projects
• Plan and implement new market campaign

Communications

Establish a communications program that supports sales and marketing activities.

• Review social media activities and outline a social media plan
• Review website and SEO
• Prepare a content marketing strategy
• Explore production of documentary style client video’s
• Implement branding strategy and style through communications
• Enhance process illustrations into interactive flash applications