A Different Approach to Marketing That Can Save (& Grow) Your Business
“Half of my marketing budget is wasted, I just don’t know which half.”
You’ve probably heard this maxim. It’s the product of a traditional, “siloed” marketing mindset. And if you want to grow, a different approach to marketing must be adopted.
Siloed marketing is like specialized medicine: sales, marketing, customer service, accounting and other customer-facing departments run in isolation — like having separate doctors for each organ with no one looking at your entire body (including your mental and emotional health).
The result is Chronic Corporate Stagnation: a schizophrenic organization that speaks to customers in different voices with different messages and attitudes, fails to meet customer expectations, wastes marketing resources and sabotages its own growth efforts.
Holistic Marketing is different — and better — in five critical ways:
1. Holistic Marketing more accurately defines the scope of “marketing.”
Marketing was traditionally defined as the function of promoting a product or service.
That worked fine when we were in a linear, hierarchical, “non-social” society. But we now live at a time when each employee directly or indirectly touches customers, and each customer is his or her own broadcast network.
It’s time for a different approach to marketing, a holistic approach.
Holistic Marketing is “the complete process of bringing a product, service or company from inception to maximum ongoing profitability,” and it examines every lever and customer touchpoint along the way.
2. Holistic Marketing asks a better question.
Holistic Marketing doesn’t ask, “How should we promote this product?”
It starts with, “What does maximum profitability look like for your organization?” It asks you to clearly define your business goals, then plot a course to accomplishing them in a way that’s efficient, effective and has a naturally positive effect on the rest of the organization.
3. Holistic Marketing knows that your org chart is lying to you.
Every organization has an org chart, and they’re all B.S. — org charts are theoretical. They’re an ideal, a wish.
Good leaders instinctively know that power flows through their organization in a different (and more mysterious) way. That’s why Macleod & Co. invented TrueChart ™, an in-depth process that reveals how your organization really runs: who wields more or less power than their title might indicate, and who adds to your profitability vs. acting as a cancer on your organization and your customers.
4. Holistic marketing better assesses your competitive threats.
Accurately assessing your competitive landscape is about more than looking at competing offerings and how they stack up to yours. It’s about assessing how customers interact with products and services during the entire sales cycle to unearth the competitive issues of today and tomorrow.
A different approach to marketing reveals that more often than not, your fiercest competitor isn’t another company or product; it’s your own inaction.
5. Holistic Marketing improves your most important asset: your culture.
“Corporate Culture” is no longer seen as a passive byproduct; it’s increasingly acknowledged as the actual driver of success.
Organizations are first and fundamentally about people, not technology or systems — and the most important factor in achieving sustainable growth and profitability is the culture you create and sustain.
You can continue taking a traditional approach to marketing, but that’s a little like doing a health assessment that only checks your blood pressure.
The only way to truly assess and improve your organization’s culture, structure, competitiveness and profitability is to take a different approach to marketing: a holistic approach.
About the Author: Tanya Korpi Macleod is the founder of Minneapolis-based Macleod & Co. After more than 25 years of marketing and advertising experience in the U.S. and Europe, Tanya noticed that chasm that often exists between an organization’s theoretical marketing “plan” and its realistic ability to execute it. This led her to pioneer in the concept of “holistic marketing,” which redefines marketing as the complete process of bringing a product, service or company from inception to maximum ongoing profitability. Her mission is to show organizational leaders that a holistic mindset not only promotes a healthier culture, but a more profitable business.