Do you and your top execs speak the same language?
We don’t mean English (nor Dutch nor Esperanto), but rather, do your objectives—and the way you express them—align? A common vocabulary can bolster your career.
Of course; who wouldn’t? Yet only one in five marketers is perceived that way.
What’s special about them is the language they use.
You can spot them right away. They talk about marketing’s impact on market share, category growth, product adoption, pipeline contribution and customer value.
Other marketers talk about programs that result in brand awareness, website/event traffic, opens, “likes” and shares. Those metrics are important, but they don’t convey marketing’s impact on the business.
The 2015 Marketing Performance Management Study—as well as studies from Fournaise and Eloqua—have found that 80 percent of marketers use the word “brand” in their marketing vocabulary. Only half (51 percent) of marketing departments have any form of revenue targets, even though revenue growth is cited as the most important metric for CEOs, that study found.
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