Do you assume that the role of marketing is limited to you (the business owner), and whoever is in the “marketing” team or department?
It doesn’t have to be. And if it is, you’re really limiting your potential and creating a rod for your back at the same time. In fact, by engaging everyone in the business in the roles of sales and marketing we achieved a 30% uplift in revenue in just 60 days, without spending an additional cent.
So, if one of your marketing objectives is to grow your business profitability without risking pretty much anything, consider “a marketing team of everyone” as one of your primary marketing strategies.
What If You Had A Marketing Team Of Everyone?
It can be pretty mind blowing what can be achieved when everyone in the business (especially customer facing) feels a responsibility to do whatever they can to contribute to business growth and development – without it getting in the way of their primary role.
From experience with my clients, I can tell you that the upside of this business strategy is huge. If you get it right, it will
- reduce your customer acquisition cost;
- contribute to increased sales;
- grow employee engagement;
- remove bottlenecks;
- free up more of your time;
- spread the load, reducing stress and overwhelm.
To do this though, we might need to challenge a few assumptions.
Two Assumptions That Get In The Way
The greatest objection I face when including this concept among marketing strategies with my clients is that they’re afraid that their team is too busy, will stuff it up, or will simply refuse to do it.
If that’s the case, it’s a symptom of some bigger problems, which following the 5 steps below will help to address anyway.
There are generally two assumptions that stop us even considering engaging everyone on the team as a sales and marketing resource. These are –
- Ever since the industrial revolution there’s been a focus on specialisation. By specialisation I mean, having a clearly defined and largely narrow role that someone is responsible for. Eg A marketer should market, a plumber should plumb.
- An assumption that people are inherently lazy, and don’t and won’t do any more than the bare minimum of what they’re there to do. (If this is something you’re experiencing you’re either hiring the wrong people, or you suck as a leader).
Either way, there’s a real benefit to breaking free of those chains, and giving it a try.
Here’s What Happened When We Gave It A Go
I love marketing strategies that are low risk and low cost. It’s one of my primary marketing objectives, and something that I enjoy sharing with my clients. As I suspected, when I spoke with Jo of TDDA in Taranaki about utilising the entire team as a sales and marketing resource she got excited.
We decided to include “a marketing team of everyone” as one of our marketing strategies by starting with something really simple, and low risk.
Her team are out and about much of the time as part of their trade. It would only take about five-ten minutes per day for each of the team to pop into some businesses surrounding where they were working, and open the door to a conversation with them. That’s what we decided to test with the team.
Here’s how we approached it:
- We started talking more about why we do what we do, and what success looks like – “creating drug free work environments”. Essentially – purpose and vision.
- We implemented the concept of the “daily income goal”, and calculated what we wanted to achieve in that regard over the next 12 months.
- We introduced Monday morning meetings with the entire team.
- We started to educate the team on what makes the business tick, and the 5 foundations of profit – (which includes lead generation). And, we started sharing the actual numbers with them – transparency. By having a birdseye view of the business, the team started to think more about how their actions impacted the business, and teamwork improved. They felt an increased sense of “ownership”.
- We helped the team to understand what the impact of each of them generating 4 or 5 more leads a week would have on the business.
- We presented our idea of visiting businesses neighbouring their clients. They liked the idea, and came up with a plan that they were happy with. Not everybody had the same plan or approach, as some people felt more comfortable about the concept than others, and their individual strengths and weaknesses were different.
- We made sure that each of the team members had the skills to feel good about trying it, and giving it the best chance of working.
- We kicked it into gear, and started tracking the difference it was making each week – which we then presented and discussed at the Monday morning meetings.
- We made a point of praising, acknowledging, and rewarding their behaviours and actions.
- The team got really excited – and now it’s common for them to suggest other ideas of what else they could do, or would like to try.
What Impact Is This Approach Having On The Business?
Well, as I write this we’re about 60 days in, and we’ve grown revenue by approximately 30%, with no additional “hard cost”. The customer acquisition cost (CAC) has decreased. The team are more engaged, and actively learning and growing in their roles. The business owner and the entire team can now see just how achievable the goals are without busting a gut, or risking an expense blow out.
If one of your marketing objectives is to grow your business without risking a lot of time or money, then adopting “a marketing team of everyone” is likely to be one of your most effective marketing strategies. Plus, as a fantastic side effect you will also grow employee engagement. What’s not to love 😍?
Quite simply, when everyone on the team is engaged and fully utilised to grow the business … success follows.
Here are 5 steps to a marketing team of everyone:
- Clarity of purpose and vision
- Utilise the power of the “daily income goal”
- Invite the team to participate – don’t impose
- Ensure the team have the skills and tools they need – to create, see and take advantage of opportunities to generate more leads.
- Recognise and reward the behaviours you seek – not just the outputs and outcomes
Go ahead, give it a crack. What can you try today with your team that’s low risk, and low cost?
Would you like a strategy to grow your business without spending a fortune? Lisa offers a FREE 45 Minute Strategy Development Session to get you started. Email firstname.lastname@example.org for more information.