How to solve marketing misalignment

Aligning marketing efforts with company-wide goals is essential, but often easier said than done. I sat down with Josh Owen from the Make Marketing Make Sense Podcast to discuss why many businesses struggle with "marketing misalignment" and how it can impact overall efficiency and growth.

I dive into some practical frameworks you can use to help bridge this gap within your organization, including the “marketing pyramid” and the ICE prioritization method. If you're looking to transform your marketing strategy into a powerful business driver, this video is a must-watch.

Here are some key takeaways and action steps to help your team get started:

1. Develop a Clear Marketing Plan with Business Goals in Mind
   Create a marketing plan that explicitly ties marketing activities to high-level business objectives. Start by identifying the top three to five goals your marketing efforts should support, such as brand awareness, sales growth, or improved customer perception. Review and update this plan quarterly to keep it relevant.
   

2. Implement a Prioritization Framework for Marketing Initiatives
   Evaluate each campaign or project based on its potential Impact, Confidence in success, and Ease of implementation (ICE). Assign scores to prioritize the initiatives that are most likely to drive meaningful results and support business goals. This method will help focus resources on high-impact efforts.
   

3. Enhance Communication Channels Between Marketing and Leadership
   Establish regular check-ins and a clear reporting structure where marketing communicates not just activity metrics (like clicks or views) but actionable insights linked to business outcomes. Summarize key performance indicators (KPIs) that leadership can use to make informed decisions, helping align marketing activities with overall company strategy.