MC 12: Stop Destroying Your Marketing Momentum & Break Down Harmful Silos

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Are you destroying your marketing efforts without even knowing it? Learn how to break down silos, move forward, and win as one organization. 

With this episode of the Marketing Counts Podcast, Shreya Banerjee and Paul Counts share the harsh truth today about how you may accidentally be destroying your marketing momentum while wasting your marketing dollars. After serving as Fractional CMOs, working with thousands of business owners, creating marketing curriculum for academia, and being involved in marketing for a combined 30+ years, they have had a front-row seat to watching companies torpedo marketing efforts by making these classic mistakes. 

There is even a warning for marketing agency owners to help you watch out for the wrong clients.

In this episode, you will discover:

• How to stop getting in the way of your marketing momentum.
• How to break down silos so you can win as one organization.
• How to quit wasting marketing dollars. 
• How finally get the results you want from your marketing!

Show Notes:

[2:06] Stop Micromanaging

• Stop micromanaging your marketing team, and let them be creative. Marketers are inherently creative.
• Don’t hire a marketing agency until you are ready to let go of control.
• “If you wanted to do the marketing your way, you should have done it the way you wanted to all along. So don’t waste your money on investing in marketing if you feel that you can do it better.” - Shreya Banerjee

[4:28] The Key To Success With Marketing Is To Be Consistent

• Any marketing campaign takes time to get in motion properly, so give it time to see results.
• Quit starting and stopping your agency, consultant, or marketing team’s momentum by changing direction each month. You are resetting the clock on the efforts.
• There are no shortcuts to marketing. You have to look for the long term and not the short term.

[6:46] Let Your Marketing Team Stay In Their Lane 

• Let the marketing team do what they know is best for your brand. Ask questions and be receptive to the data that proves your idea may not make the most sense. 
• “Sometimes you have to be willing to get out of your way so you can let the capable people do their job.” - Paul Counts

[12:29] Your Marketing Team Is Not Your Enemy

• Too many times, marketing teams are viewed as enemies.  
• Do not pit your marketing team against your sales team. Do not ask, “whose win is this”? That is creating silos within your organization. Do not put your team together even if you think it is healthy. It is not.
• Silos create animosity within your organization.
• Look at the whole picture. As an entrepreneur and business owner, you must look at all efforts' big picture.

[15:34] Focus On Payoff Over Payment

• Focus on payoff instead of constantly seeking an immediate ROI. Some marketing wins show themselves over time. One tweak to a landing page can lead to huge revenue shifts.
• “It’s one body, one organization. It all moves forward together.” - Shreya Banerjee

[20:40] Do You Keep Saying Marketing Does Not Work? 

• If you keep saying marketing does not work or has never worked, then look in the mirror. Are you staying out of the way?
• Give marketing 3 to 6 months to truly see results. Quit starting and stopping

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