December 08, 2023 in Strategy by

According to The State of the Marketing Operations Professional 2023 report from MarketingOps in partnership with Uptempo and Clearbit, marketers and their teams are starting to work more closely with the C-level executives at their organizations. They are becoming more involved in the planning and budget management process with company leadership as well as Revenue Operations teams.

The report asked marketing operations professionals which teams they regularly work closely with. Sales and Sales Operations had the top two spots at 72% and 69%, respectively. Coming in third was Revenue Operations at 54%, and then the C-Suite/Leadership team at 49% (up from the 2022 response of 37%).

Why Is Alignment of Marketing and C-Suite Executives Important?

Collaboration isn’t easy when an organization’s teams work toward different goals. Additionally, it’s challenging to reach customers when they can see a difference between a brand’s perceived value and what its marketing says.

The solution to both of these hurdles is interdepartmental alignment. Marketing teams and C-level executives must have a collaborative process that aligns marketing campaigns with business objectives. As organizational goals change and grow, this alignment will provide a consistent and organized experience for employees and, more importantly, customers.

In fact, it’s only after this alignment is established that the organization can effectively implement new strategies to draw, retain, and convert leads.

How Can Marketers Work Toward Alignment with the C-Suite?

Marketing and company executives must have a collaborative approach for the organization’s success. Efficiently working together will have a greater impact and exceed expectations for growth. It may be up to marketing team leadership, like the Chief Marketing Officer (CMO), to initiate alignment with organizational leadership. Here are some strategies that will help CMOs and their teams better understand how to meet the C-suite’s expectations and get their buy-in:

Improve Efficiency with Lower FTE

In a business of any type, maximizing efficiency is vital. Top company executives are always concerned with doing more with fewer resources; the marketing department can be a large part of that. Organizations can realize valuable results with a lower FTE by leveraging marketing strategies effectively. For example, marketing teams can work to generate higher-quality leads and nurture those prospects through targeted marketing campaigns rather than relying on a large number of salespeople.

Outperform the Competition

Beating the competition is a big deal to company leadership. Marketers must, therefore, demonstrate how their initiatives, strategies, and campaigns will give their team a competitive edge. That means conducting thorough competitor analysis and market research to discover gaps and opportunities in the market. Then, they can create targeted messaging, innovative campaigns, and distinctive value propositions that will put them ahead of their competitors, validating the effectiveness of their marketing efforts.

Generate Revenue Quickly

Money talks. And the need for revenue generation is of special concern for CEOs and other C-level execs. When marketing efforts are performed according to that simple reality and can drive revenue growth rapidly, C-Suites are likely to take notice. CMOs and their teams can contribute to revenue growth by running lead-generating campaigns, promoting products, and collaborating closely with sales teams.

Produce Cost-Effective Results

An organization’s leadership always seeks to meet goals while staying within a budget. Marketers can manage this concern by showing that they can produce cost-effective results. One way to do this is by using various digital marketing channels that frequently provide a higher return on investment (ROI) than traditional marketing tactics. For example, social media, content marketing, and search engine optimization (SEO) are all strategies that lend themselves to delivering impactful results without breaking the bank.  

Improve the Customer Experience

It’s a given that providing an outstanding customer experience directly affects customer satisfaction, retention, and revenue. The marketing team plays an essential role in how the customer journey develops. As a result, marketers must align themselves with executive leadership’s focus on the customer experience. Targeted marketing campaigns, consistent omnichannel experiences, and personalized messaging all work to create memorable interactions that improve customers’ experiences with the brand.

Final Thoughts about Aligning Marketing and the C-Suite

Marketing operations teams have to collaborate with their organizations’ C-Suites to develop a mindset that marketing is just as important and valuable as any other department within the company. To do that, marketers must get buy-in from the C-suite by proving why marketing is vital through its overall business impact and contribution to growth. CMOs can help CEOs and other executives understand that without their buy-in and collaboration, the lack of support can be a detriment to the entire business.

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