Marketing can build relationships with department heads in many areas of the business by including them in the planning and development of thought leadership. It establishes a partnership in which marketers listen to and solicit input while helping other departments sharpen their messaging and play a part in building a company’s reputation.
For example, in one fintech company, the marketing team worked with a thought-leadership strategy firm to plan a year-long campaign of expert insights. The strategy involved working with the Head of Product and other product management leaders. In addition to developing high-quality, high-impact thought leadership, the initiative helped break down walls that had grown over time between Marketing and Product.
It also created more alignment with Sales by connecting the dots between marketing messages and sales calls with sales enablement materials that increased the relevance and reliability of what salespeople were telling prospects. Finally, by sharing thought leadership with the Account Management team and Customer Support, the initiative increased customer loyalty by keeping customers informed of the company’s latest insights.
This post was originally published on AMA Phoenix as part of an expert roundup, featuring insights from industry leaders.
