Tag Archives: marketing

Improving internal comms ‘will help boost external marketing’

Perhaps internal comms and marketing professionals should start listening to Jack Johnson.

The popular US singer-songwriter, of course, enjoyed a 2006 smash with “Better Together”.

It’s a concept that today’s IC and marketing departments would do well to heed.

Marketing expert Scott Vaughan believes marketing teams need to look inwards first to boost their external offering.

Scott, who is the CMO of Integrate, a marketing technology software provider, wrote in this blog post: “While marketing teams rightly focus heavily on external customers and stakeholders, we’re missing an important audience in our mission; we must extend our focus to educating, inspiring and showcasing our work to key internal stakeholders.

“Ironically, marketing is notoriously bad at internal communications and collaboration. The storytelling component is often absent, and the data shared is sporadic.

“Neglecting to dedicate necessary time to involve other departments in marketing’s efforts greatly limits a company’s collective ability to delight customers and grow revenue.”

It’s not the first time experts have suggested marketers are too focused on external audiences – to the detriment of their own colleagues.

Research undertaken back in 2015 suggested “marketing teams need to concentrate on IC – to build engagement for their work within the rest of the workplace”.

So how can marketing and internal communications teams become more in sync?

Scott continued: “One of the best ways to get continuous or additional internal support required to help you execute your next big initiative is to dedicate some time to not just sharing results — awesome, average and even atrocious — but involving the key stakeholders in jointly setting the target KPIs and metrics.

“This means locking arms early in the process with peers who can help you move the needle. If they help set the target KPIs, there is ownership in helping you and your team hit them.

“Your internal communications efforts will help you improve your marketing results if applied diligently and consistently.

“Marketers’ trademark is storytelling, engaging audiences and getting them to act.

“There’s no time like right now to start applying those mad marketing skills – internally, as well as you do externally.”

To read the full blog, click here ….