You want to do it all.  You want to have impact.  And you want to grow your stature.  You want a raise.

You think you have to do everything.  Integrate social media.  Drive Web traffic.  Optimize spend on paid search.  Launch a video strategy.  Nurture leads.  Publish original content.  Generate new product or service ideas.  Create engaging customer experiences.  Build community.  Identify customer personas.  Our purpose at MarketingProfs is to help you.

But managing marketing is more complex, more fragmented and more varied than ever.  If you are like most people, you are now doing too much. 

The greatest challenge is to decide what not to do.  Stop!  Take time to think about what you are not going to do.  Look at each project and ask WHY.  "Why are we doing this?"  That’s the key to a “yes, go” or “no go” for all current activities.  When we ask why we are doing a project, we will find we can eliminating some things from our plate can actually be constructive.

The key to a “yes” for a marketing project must be because it contributes to the company’s cash flow in the short term or the identification of sources of cash flow in the future.  Ultimately, this is the business value of the work you do.

I recently learned at the Forrester Research Marketing Forum in Los Angeles from successful marketers who drive revenue in their organizations by being crystal clear about WHY they do the things they do:  Chris Bradshaw of Autodesk drives profitable revenue by focusing resources on winning products and channels; Marjorie Tenzer of IBM elevates the brand worldwide; Tom Boyles of Disney Parks and Resorts grows customer relationships; Mark Shepherd of InterContinental Hotels builds customer retention; and Pamela Kaufman of Nickelodeon establishes brand consistency amid the proliferation of programming.  They are effective because they are clear about why they do what they do.

Are you asking WHY? And if so, what have you eliminated as a result?

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image of Roy Young
Roy Young is coauthor of Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact.