Marketers on proving effectiveness when the economy is against you
Linking marketing strategy to business performance is a powerful way to make a case for investment. But when macroeconomics mean growth is scant, building confidence can be tricky.
In recent years marketers have devoted a huge amount of time trying to grow their influence within businesses and prove their ability to drive commercial results.
Business leaders, including marketers, like to think of themselves as captains of their own ship: in control of their brand’s destination and able to steer it to the best course. The truth is, the winds of macroeconomic turmoil can steer any ship off course, with very little anyone can do to stop it.
If marketing has successfully positioned itself as an engine of growth and performance stalls, understandably leadership may start asking questions. However, in situations where there are circumstances beyond anyone’s control, marketers need to be able to demonstrate their strategy is still working even if the economy is not.
