| Marketing Managers: Don't Lose Sight of Long-Term Planning. Marketing is often seen as a lever for driving immediate wins. But a short-term mindset can deliver diminishing results. How can you keep your team's focus on the future despite the demands of the present? First, allocate time every week to think long term. Reflect on your brand-building and customer-relationship goals. Ask your team how short-term decisions contribute to your corporate and marketing strategies. If they don't, consider tabling or cancelling them outright. Make the case for investment: The more you and your team can demonstrate your impact, the more likely you are to receive additional resources to promote strategic planning. And build more value into offerings — don't only compete on price. Channeling your energy into planning for the future rather than managing the present will set the stage for long-term growth. |
| |
| Today’s Tip |
| Marketing Managers: Don't Lose Sight of Long-Term Planning |
| Marketing is often seen as a lever for driving immediate wins. But a short-term mindset can deliver diminishing results. How can you keep your team's focus on the future despite the demands of the present? First, allocate time every week to think long term. Reflect on your brand-building and customer-relationship goals. Ask your team how short-term decisions contribute to your corporate and marketing strategies. If they don't, consider tabling or cancelling them outright. Make the case for investment: The more you and your team can demonstrate your impact, the more likely you are to receive additional resources to promote strategic planning. And build more value into offerings — don't only compete on price. Channeling your energy into planning for the future rather than managing the present will set the stage for long-term growth. |
| This tip is adapted from “How Marketers Can Overcome Short-Termism,” by Christine Moorman and Lauren Kirby |
| |
 | | Don’t miss a single article. | | Unlimited access to digital articles, the Magazine Archive, and HBR’s 50 best-selling articles — yours with a subscription. | | | | |
 | | Newsletter | | The Big Idea | | A deep dive into the most pressing topics facing businesses today. | | | | |
| |
| |
Posts
No comments:
Post a Comment