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Marketing Career – become a master mixer in aligning your personal goals with other goals

This video podcast takes you into your reflecting on your goals and how to “Become a master mixer in aligning your personal goals as a Marketer.” with David Edmundson-Bird, Course Director and Principal Lecturer on the MSc in Digital Marketing.

The Importance of Integrating Different Goals

If you’re a marketer and you need to set your goals, you’ve got to think of those two types:

  • Your own personal goals
  • The goals of your organisation

We did a bit of work a few years ago, trying to understand silos in businesses. One of the key things we found was that, even within marketing departments, there were silos; particularly in a big organisation. You’ve got an SEO team and you’d have a social team and you’d have a PR team and they didn’t talk to each other, they were in these little silos; they have their own KPIs and they wouldn’t know what each of those KPIs were. As a result, you almost had these competing interests.

So as a marketer, particularly marketing managers, you need to be the person who understands what all of the KPIs are, so that you can make sure that everyone is working together. You’ve got to be that Master Mixer. You’ve got to be the person who is setting the agenda for each of those different specialists to encourage collaborative working.

The Practicality of Marketers as Goal Setters

It’s important to know where the organisation is going. You need to know what the organisation’s goals are.

A Marketer is a key part of the goal setting process. As a Marketer, you need to be the person saying “these are what we should be selling,” “these are our current customers/ the people we should be selling to”

Marketers are the closest people to customers and know, better than anyone else, who their customers are.  Therefore, Marketers should be suggesting, “we need to invent this product because this is what we’ve been asked for,” as opposed to the organisation asking, “we’ve invented this product, who can we sell it to?”

Consequently, once the organisation realises the level of customer intelligence in a Marketers’ head, Marketers become increasingly valuable assets to guide future product development.

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Integrating Personal Development with the Organisations’ Development

Once the goals of your organisation have been set, it’s important to think abo