I recently went to the dentist for a chipped tooth, it started when we were in the middle of lockdown and unsurprisingly it is actually difficult to book a dentist appointment.
The dentist was very well prepared for everything that was happening.
You rightly had to wear a mask, you had to sanitise your hands, you had a designated seating area with where you could sit and where you could not. There was a designated entrance and exit and the whole process ran very smoothly.
Just before your appointment, the dental nurse would come out and take your temperature, pretty standard with the area in which they work in and around.
As a person who likes to understand and breakdown processes, you weren’t always told your temperature and you will walk into your dentist not knowing how you ‘scored’, well unless you were too high and in which case you were sent home.
Upon asking, thankfully this has not had to happen.
As many of us have, I have struggled on and off with lockdowns, new processes and not understanding certain decisions and other peoples behaviours, one thing that it has given me is time and space to think more clearly and think about addressing problems or issues I see.
The dentist trip was one experience that gave me yet another idea.
Understanding Your Score 📈
The idea popped into my head that if you knew your temperature, you didn’t know how you scored or if you were low, average or high.
We have been primed for understanding how we do vs another person. It is how a lot of are wired…and some always have to win. In this case, winning is being average or low not scoring the highest.
The dentist practise logs all temperatures taken and thinking it through it would be super easy to anonymise data and having a daily, weekly and monthly average would be something that could be applied. Doing this whilst the seasons change and the weather becomes colder, might well help keep track of many things.
The Idea 💡
I suggested to my dentist that if you were to have a scale (not a scoreboard, it would suggest higher is best) in the reception area, you could reduce the fear of your temperature and gamify it. Especially for those younger patients and the concerned, the dentist scares enough people let alone another thing to be worried about.
My temperature was early 36c’s which was fairly average.
As a kid, visiting the dentist was a process, as a twin my brother and I had to go together and was a family checkup. We were always given a lolly and an A-Team sticker, as a reward for going.
That reward loop made sure we as the kids would keep going back and stay with that dentist for years to come. Retention 101.
As I said in retention growth ideas, retaining customers and helping them along the journey in a way that helps them first, will help you as a company retain the best customers and create loyalty.
Why not reward someone now with information and reduce the fear? Maybe too subtle of an idea but one that plays on everything we learn as Marketing leaders and in growth.
It made me think about how there could be feedback and rewards loops applied to this process.
Let’s face it, when we go to the dentist we tend to have to follow up with another appointment, if we knew we scored lower or kept a similar body temperature we would not be nervous, we would remember it and likely be a topic of conversation.
I haven’t been back yet to see if this has been rolled out however it’s a simple exercise we can apply in other areas or visits that could be intimidating us.
Why Is This Important? 🤔
By reducing the fear and increasing our ability to normalise the newer processes and behaviours, we can have a more positive experience.
We will tell numerous of our network about the experience and provide some normality to new and well-thought-through processes and create a game with our friends and family.
I believe there are many areas like this with a simple reframe or tweak we can apply marketing or growth mindset to help reduce fear in the time we need to most.
We often forget to think about how we could apply Growth thinking or gamification to simple routine behaviours or importantly how we could use our skills to newer processes.
We as humans are more predictable and conditioned than we think, if we can reward simple behaviours with the feedback we can normalise many things happening around us to reduce fear and normalise even brand new behaviour.
Maybe the next time you go to an appointment or have your hair cut or see a doctor, there might be an optimisation or an opportunity to apply your skills and help to improve a new process or habit to help many others.
Something I think about too much is future seeing, this is where you look into the future and consider the next areas we will see development in or themes we have to invest in early before many others go into.
As a Marketing and business leader, this has helped me be a step ahead, I pride myself on having a growth mindset to test, learn and iterate and consider how to be there first, to understand the actual use case, the platform, and how to maximise marketing messages.
There has been a number of questions posed recently around the next big areas and here is how I have been thinking and predict the areas of growth or hyper growth will come into.
Here are the four areas (with more of UK focus examples) I have been looking at and I consider to be the next areas for economic growth and see real potential in.
Food and Grocery Delivery 🍟
Sounds obvious but the food delivery space has become a short and long game.
Short in developing a quick reliable solution for consumers to receive a small number of items within an hour.
Deliveroo connecting with Co-Op, M&S, and many other larger supermarkets alongside pairing up with local stores and convenience stores means they want to be any food solution ordering app, not just takeaway.
The Amazon investment in Deliveroo is more than just an investment, it’s a data play, this will improve logistics and understanding of local areas improving their own service.
Coupling that with the merging of JustEat and TakeAway, we will likely see a three-year fight in offering the best food options, 24 hours a day at the lowest prices for consumers driving up the number of orders leading to more growth in food and drink.
Sainsbury’s Chop Chop delivering from local stores within an hour has been great in lockdown and with these likely to increase in the winter and into 2021 we can see habits shift from popping to the shop to receiving the food you know is available with a tap and a swipe.
As Rory Sutherland has stated no-one demanded food within twenty minutes but it is has become an expectation nowadays, particularly for the younger generation.
Morrison’s extending their partnership with Amazon especially for the Amazon Prime customers means deeper brand loyalty, better convenience, and increased speed will improve the food delivery industry and prove Amazon have created Prime Expectations (expectations created by Amazon with quick delivery at cheap enough prices that no other competitor can really match) across multiple industries with multiple trusted partners.
Amazon’s move into Pharma will really shake up the way we shop and we view convenience.
Dark Kitchens: Dark and ghost kitchens have helped businesses stay alive during the outbreak and throughout the pandemic, we are going to see more and more locations open up for dedicated restaurants to have more local presence and offering bespoke takeaway menus. With all of the advertising options and channels, there will be a way to track ads to take-away and the speed it is delivered, this is huge in ROI and ROAS driven Marketing Departments.
Dark Stores: I also predict we will see big brands going into this space with food offerings and a hybrid model; dark stores (unused shop fronts) being turned into food and local delivery units for rapid-fire delivery and used for billboarding (reminding people of the brand, their products, and services with a QR code or MR experience) their brand and offering.
New High Street Opportunity: With the high street being decimated every week, we have the opportunity to turn these into experience spaces or hubs for locals to really benefit from. Local jobs, local service, and the local communities to benefit greatly.
Long in developing the best service for customers, Ocado and M&S is a partnership that will continue to evolve both companies and if Ocado can scale their high-quality personal delivery service it will mean there will be a race to improve delivery and ensuring the friendly, professional but personal delivery approach.
Every consumer wants the best service at the right price, we are likely to see more players come into the market offering “better delivery solutions” with customer service placed front and centre not just delivering food.
What we have to remember, more investments typically means more consumer spending. In previous recessions we saw spending and average order values increase not decreased, this can be powered by new tech and new players.
Loyalty is going to be the battleground for any food brand and this will see huge investments made to win and own customers. Tesco’s Clubcard exclusive deals are just the start for the loyalty card (nectar etc) battlefield.
All in all a positive for consumers, still huge room for optimisation and disruption, however with this said it will be a hard expensive battle for businesses and Marketing teams.
Audio is an industry that has had a huge influx of creators, curators, and obviously followed up with sponsors.
Audio has broadened out, podcasts, audiobooks, short stories, music, voice notes, voice assistants, voice search are all coming into the same space and there will be a divide in quality or quantity.
Search was always an issue (serving the right content vs any content tagged), discovery is the new space where will see internal optimisations and tech developments.
Big Boys Battleground
Amazon, Apple, and Spotify are all entering the same boxing ring in the audio space, it is who has the best service and what the operating systems allow, Android and Apple devices have their own ecosystems with their own spends, where the resources and budgets are assigned we will likely see a winner in the next 36 months.
Advertising deals will ramp up, as will audio personalities being sponsored, the tricky situation censorship (like Joe Rogan is experiencing licensing his content to Spotify) will continue to bubble up to the surface causing friction. This could mean the open and free market (podcasts for instance is still driven by RSS) continues to have an important influence.
Low Touch & High Touch = Opportunity
Audio can be very low touch and extremely low barrier, or the highest touch, highest barrier to entry, we will see many apps and software releases and create different opportunities. Especially at the lowest end and the highest end. The middle will be a very messy fight.
Audio has a deeper connection between host or creator and listener/fan, which generally equals more affinity and potential for higher spending.
Subscriptions and Sponsorship
Subscriptions and sponsorship are what makes the business world turn. There will be growth in paid partnerships, paid networks, paid distribution and in the subscription space, we are likely to see a spike in paid fan clubs with one to one direct access to the creator or a community built around them.
The Next Big Boom: Podcasts & Audio Lessons
Podcasts and audio lessons is an area we will see an increase in consumer spend for learning purposes, we will likely see coaching courses and teaching courses become a paid solution, there are apps that do this already but has more people looking to develop out their own careers the category spend will increase. The East already has this and embraces this (podcast are generally charged for), the West is playing catch up.
Audio has grown up massively in the last few years and with Amazon (with audible) and Spotify looking to take on Apple in Music, Podcasts, and potentially in voice search there will be large spends, large affinity to brands and their platforms and consumers will want the best possible content for the best price.
It is a profession before a hobby for many now. Gaming, live streaming and being a gaming celebrity is the new YouTuber. This area is something CMO’s and DTC brands are desperately looking at and diving into.
Live streaming provides huge growth potentials for both consumer and for businesses looking to jump into the space and invest into the personality, into the game, and into leagues, this will continue as younger audiences will join and with more people having more time away from colleges and universities coupled with the increase in unemployment and lower barriers to entry with technology we will see increased investment with time and money from consumers and increased budgets being assigned for sponsorship not just of channels but in personalities and collectives.
Live and live-streaming still has the issue it is live and hard to police for the platforms, we are likely to see “going live” mean pre recorded and interaction with fans reduce slightly.
I can imagine there will be a reality series or two created around live streaming stars.
Esports teams and leagues have had huge investments from celebrities like Drake and David Beckham and we are seeing their investments potentially driving IPO’s.
Lastly but importantly; professional sports teams (Premier League, Rugby Union, Cricket etc) are proactively looking at connecting at a deeper level with their fans especially while they cannot attend games and could choose for the next 18 months not to attend the matches.
Sports are as tribal as you can get and fans will spend their last funds to help the team they love and emotionally fight for numerous times per week.
This will see huge investments from the fans and clubs leading to innovation and huge investments.
Professional sports merging offline with online and connecting fans with players with deeper connections away from social media is a huge opportunity area with large budgets from consumers and sports brands wanting to be part of this evolution.
Gaming is evolving rapidly:
- Traditional platform gaming is ramping up with Xbox, Playstation, Switch all consoles with releases in the coming months
- Amazon will continue on its mission to add value to Prime Customers with live sports, particularly for Premier League coverage
- Facebook is pushing harder into the VR and AR space
- The metaverse becoming a dream many are attempting to build. Epic seems the most invested but so many are obsessing over the metaverse it could be a bloody fight
- Despite the problems with app store fees mobile is where every games company needs to be and we will see huge shifts with tech and AR especially with glasses being an area we are seeing traction in
- Apple and Google’s dive into their mobile gaming solutions (and subscription services) gaming is going to get huge investments especially the consumer side.
Technology and Extensions 🛠
For many years we have concentrated on apps and websites as the core development area of business, in recent years there has been a scene bubbling up under the surface, browser extensions, and huge investments into them.
Expect Grammarly (and Honey’s acquisition) to lead the way with investments and show there are other avenues. Area’s that are likely to increase is spelling, gaming, VPN’s, and cheaper shopping. Extensions do not limit possibilities and can be transferable across devices.
Even the largest tech companies and well-known investors need to diversify their offerings and portfolios, to create the next utility. Browser extensions could well to the value add.
Expect browser extensions to be more useful, offer much better experiences than native software or apps, and leverage learnings about you and your behaviour to offer the best personal experience.
These step changes will drive growth in both B2C and B2B businesses and public and private industries.
So what do you think? Am I right or did I miss a particular theme or industry?
Where are you and your brand placed?
This is probably the question that is ignored the most by senior marketers and many business leaders.
One of my motto’s is always be marketing (no marketing = no-one will know you or remember you), always be auditing (if you do not know what you need to optimise and where you need to improve you are losing).
Understanding where you are and what you need to do from a brand marketing perspective is essential, yet many choose to ignore it.
Here are seven simple classes to review and audit your brand and company and place yourself into these categories.
The class no one wants to live in. There are probably millions of companies who live in unknown.
These companies do not have a break out product, they struggle to get cut through with partnerships, they are an alternative or a brand people have been given as a substitute for their food order or a chain that appears in paid search or been discovered in the takeaway app of choice or surfaced in paid ads on Amazon.
In recent years it has never been so easy as a brand to be noticed, you have so many channels to get noticed on.
Social media has been a plus for many brands, many brands have used social media to build a brand and get seen (and followed) regularly.
Being noticed can be negative, especially on social media or national press for saying something or commenting on an area that causes upset or frustration. Some of these brands have their two minutes in the limelight but this doesn’t drive awareness, traffic or importantly sales.
Social media campaigns across Facebook, Twitter and YouTube are typical channels used to be noticed.
Brands are now using social media to try and get seen. Posting regularly and often was the way many Marketers thought they would gain success from. A way to increase the reach of their brand, introduce their products and engage. In more recent times this has been harder and harder to achieve leading to fewer brands being heard or known.
A small number of companies have been created solely through Instagram, this is no mean feat however, some brands struggle to go from seen to heard to known.
Being seen doesn’t mean you will see purchases from your marketing and advertising.
So many brands get seen but moving to be remembered and known can be quite the effort and many are failing at this currently.
Some brands are seen automatically for when athletes wear their products or are sponsored by them but don’t mean it increases their awareness or the likelihood of being purchased.
Seen can be exciting but can be tricky to mature into heard or known. Spending more money or sponsoring more doesn’t always work and can actually negatively impact your business.
YouTube, Instagram, and TikTok ads can be great to be seen.
Being featured in press and specialist magazines and sites also help you to be seen.
Transitioning between seen and heard:
There are many brands who have thrived from just advertising but these brands can really struggle to be known and loved away from their ads. Many brands try to leverage being seen and attempt to bump up into known.
We have large expectations of brands in 2020 like we have never before.
What is their mission, do they have a purpose we can buy into, are they environmental enough, can we support their suppliers, etc, etc.
Heard is important to many demographics, particularly younger audiences and high spending demos, heard can be a good leapfrog up to known, it can also be where many companies and brands stay.
Heard can be a class that sees some sales but rarely sees repeats or when the experience with the product brands stays there.
Most marketing teams have forgotten how to drive up from heard, yes it is a difficult class, however, your product or product experience will likely help or completely hinder you.
TV and radio ads can be great to be heard. Running print ads and having constant advertising across multiple channels also helps. Big impact video style campaigns and influencer campaigns are typical channels leveraged in heard.
Being known is probably where only the top 20% of brands really are, ask a handful of friends to call out brands and typically the same number of brands come up.
Being known for a product or product range is great, being known drives sales, it drives people to pick a certain burger over another, it drives supermarkets to stock you and give you real estate over others.
Known brands are typically habitual, they typically are regularly seen or interacted with.
Known can be a gift and a curse, you might be known but might also be a brand that someone just will not buy or use, down to your product, down to what you have done in the past or how the product made people feel.
Some celebrities release brands and they are instantly known, they are brought and have the opportunity to be loved within minutes of using their products.
Known often Markets and advertises across all channels, being an existing brand you have the fear of stopping advertising and larger marketing campaigns you may be forgotten.
In previous roles working with smart brand managers, we created and used variations of Know – Like – Love, love is how many people sing your praises, how many customers recommend you, how many go out of their way to buy you again and support your products.
Loved brands like Apple creates advocates and fanboys, they are brands that people are inspired to use and aspire to buy or upgrade to.
It is rare customers fall out of love with loved brands, some even to go as far as giving their loved brand a few goes before moving away. Many food brands, sports brands and tech brands are given multiple chances.
Loved brands often advertising across the biggest reaching channels and allow their brand and suite of products to increase the love and aberration, loved brands can often rely on brand advocates to do their marketing for them, typically wearing, drinking, gifting and shouting about their products for free. Celebrities will also promote for free as it increases their profile being associated with these loved brands.
The one area all brands typically don’t like to live in is hated, typically brands would like to do everything they can to get out of the hated bracket, unfortunately for some, it seems a difficult task, relying on a distributor, being impacted by a marketplace sale or fallen victim of a bad delivery experience.
Marmite is probably the brand who knows and understand the value of being hated.
Hated brands can actually still thrive, there are examples where specific consumers dislike or hate you but you can be used a huge number of times. Think soda and fizzy drink brands, coffee brands and food stores.
For what it is worth, you can be hated + loved by some but this is rarely the class the masses will apply to you and should be crystal clear to truly know which class you place yourself in. The research will be important alongside sales, retention, and growth numbers, but as Marketers, you should have a sense and a feel for this alongside the data you gather while Marketing and auditing. A clear message to Marketing leaders don’t forget what makes Marketing brilliant, the head (the data is there let’s add a bit of magic), the heart (I know this is going to work but needs that little extra from the team) and the gut (gut feeling – going to make this work with creative genius even if the data is not backing the idea).
It Is Important To Note:
We all live in bubbles and filters. For what you do and what you see you might believe you are higher up than you are.
The moment you lose as Brand or Marketing leads is acting inside your bubble and not understanding the wider market and what other industries are doing and achieving.
Your brand might gain a lot of usage and be number one in what you vs a competitor, however within the vertical you operate in you might not be as known, as seen or as loved aka important as you believe.
You can be appreciated and well known within your niche or vertical but can be relatively unknown.
This is often a healthy place to be but why not plan to acquire more customers, look to diverse slightly and look to partner to grow your base.
Something I often teach in my Marketing Coaching sessions is knowing and understand which class you live in currently.
How you can change this class and for Marketing leaders how are they developing their Marketing action plan to improve their marketing class and ensure they stay out of hated as much as possible. You would be surprised how many very senior Marketing leaders do not understand these simple classes and how to move the performance needle.
So where do you think in these brand classes? Where do you see the opportunity, how are you going to improve or optimise?
When I was 11, I was constantly in trouble, as a middle child I have learned this was somewhat normal in and around the teenage years.
I was often told off at school for being the joker / class clown and the teachers would often ask me to leave class.
One particular time, I was told to go and help out (aka work) in the school library, it was one of those things that was more for the teachers to have a rest bite than teach me a lesson.
The funny thing, looking back I learned more in the library and more about business than I ever did in Maths, English, or Science.
Hosting one of my Marketing coaching sessions I talked through the lessons that have stuck and it led me to start writing a list of lessons I learned throughout my career.
Reflecting back, a fair number of lessons that came from working in the library has set me in good stead even today.
It reminds me of a podcast I appeared on “content makers podcast” with my friend Beth Gladstone. Beth asked me about my Marketing career and the lesson I have taken away and it stuck with me how important the library lessons were for my career.
I would say at the age of 11 (alongside running the school stationery cupboard) the library was the first true step into Marketing and understanding Growth and the Business world. I know it helped me lead a crowdfunding upstart and make vital decisions that improved search rankings, drove hyper-growth and developed a much better product for maximising network effects.
Onto the life lessons…
Hierarchy Is Important.
Everything has a hierarchy and an order to follow. Without an order or system no-one knows what to follow and no one could find the important book for their education and increase their learning. Books are a priceless resource for many.
In the world of work, hierarchy is being questioned as hierarchy has had to flipped from corporate structure to personal to help employees know their own place within their team and their organisation.
Example of how people are having to think when unhappy at work:
Level 1: Me
Level 2: Team
Level 3: Department
Level 4: Company
Level 5: Organisation
Categorisation = Order
Categorisation is essential, it’s a way to chart and order.
Things haven’t really moved on with libraries, sure they have online however in libraries the same categorisation happens and enables discovery.
Process Rules, If Process Break You Struggle To Adapt
Something that has stuck with me more than anything, especially in creating Focus. Processes generally rule silently, without a good process, many important foundations break, and chaos occurs.
Despite what people say, people need processes to understand if they are on the right path, if they belong to this (tribe) group of people and if they share the same values.
When rules are broken or processes breakdown, it takes us humans a long time to adjust (think of items out of stock or the item you want has been discontinued).
In twenty years of professional work (plus the year of working in the library) an agreed broken process has a huge knock-on effect, the process takes much longer to bring back to normality. Humans are hardwired this way for safety.
Recommendations Are Underrated
Typically people don’t know what they need or what they want, they know what the kind of thing they are looking for, or the question they sort of need to answer but rarely know.
You might notice a theme, these are all areas if you shop on e-commerce after reading this, you will definitely see, even if you use a search engine and find the product or service you were looking for.
Without these, Google wouldn’t be in the position it is today, nor would Facebook or importantly neither would everyone’s favourite example, Spotify.
What Spotify is doing within the podcast space is a game-changer. Categorising, allowing adding to playlists, and adding contextual recommendations is changing the podcasting space.
FWIW TikTok FYP page wouldn’t work as they use cluster recommendations to drive your usage and entertainment.
A Recommendation: Keep an eye on how Spotify and Amazon Prime Video are adding more categorisation, lists, and subcategories to help search, improve discovery and apply better recommendations.
Book Value Can Be Priceless
Readers are often rewarded with answers or justification of what they are doing is right or someone else is doing it my way. The priceless lesson from the library for me was the takeaways people would get from the written word, especially if it triggered a follow up book or series of books.
With the barrage of content available (yes, we have hit content fatigue) at our fingertips and within audible etc, there still is nothing quite like touching the paper, reading the word, and empowering you to take more action.
There is a saying: Most books should be long blog posts and typically this is true, there are a tiny number of blog posts that have the ability to change lives however some books are life-altering, some can be considered life-changing.
Help With A Life Mystery
One of life mysteries (to me) is how and why some books are religiously shared and read between groups of people. This sharing behaviour has baffled me for years.
These are away from book clubs (which is incredible), however they do no doubt have an influence on the sharing of influential books.
I believe if you can crack this code, you truly understand how to influence people’s lives positively.
Q. What lessons did you learn from early life? Was there a library job or moment for you?
The last few months have been hard for everyone, many managers have had the hardest time, supporting their teams and supporting themselves through the crisis.
There has been no guide on how to handle this situation or be great for everyone.
The last couple of months have been difficult, there have been reduced team sizes, furloughing and redundancies alongside having to be scrappy, survive and drive the company forward and no doubt you have had to cut your marketing and growth spend with budget cuts.
You could be one of the lucky ones and saw your company and teams performance actually thrive.
The near future is going to be another challenge but one which should be clearer and offers the chance to step up and help develop those around you.
It is imperative to use your EQ and IQ with this exercise!
In the coming weeks, it is essential for Marketing and Growth leads to step up and drive personal and professional development of their team members.
Q4 is often the most important period for businesses, ending the year hitting or succeeding the annual goals, seeing your plan and all the hard work pay off is one of the treats towards Christmas.
Something that is important towards the end of Q4 is boosting the team’s confidence into a new year, this provides a the right foundation to develop the individual and team skills and start the new year in high spirits and confidence to develop again.
Mentor and Coaching
As previously mentioned in mentor or coach it will be essential to arrange either an internal mentor or coach or bring in the right external coach or mentor.
Professional development should be something that is automatically thought of and prioritised, unfortunately speaking to a number of Marketers and Growth practitioners recently this has not been the case.
I challenge you to set up 2021 for success, work with your team members and help them decide what they require.
The new year is often when staff members question their role within organisations and look to move on, ‘new year, new start’, if you would like to keep your team together and make your team members feel valued, get ahead and use the following method.
Question Yourself Before The Team
Before you look to ask a series of questions, take a step back and run a SWOT analysis on the team, the team members and the supporting agencies.
Here are a list of important questions to ask yourself about you and the team:
- Are there core skill gaps?
- Are there obvious steps you can take to develop out your team?
- Are there easy lunch and learns you can set up?
- Do we have the right staff and agency mix?
- Could we retender our agency work?
- If we were to shuffle the pack what role would benefit us most?
- Who is the internal influencer we need to keep motivated?
- Can we arrange guest speakers or remote sessions to benefit the team?
- Would an internal conference be beneficial?
- Which teams aren’t working closely together?
- How can I bring the teams closer together as a department?
- Could you arrange a captain and champion system?
- If we were to lose one team member, who would it be and what would be the impact?
These are important questions to answer honestly, I would recommend that you run through twice on your own and then run through with someone on a similar level to you to get honest and direct feedback.
Remember these questions are for the benefit of the team and the team’s performance, this, in turn, will help to develop the team, while you are helping individuals to develop and where possible share knowledge and round out specialists, and help to improve important generalists.
Questions To Ask Your Team Members
- What skills do you feel you can work on?
- What marketing or growth skills do you feel our team could develop on?
- Where do you see yourself in:
- Six months?
- One year?
- Three years?
- Do you see yourself as a generalist or specialist?
- Would you like to change this?
- If there was one change you wanted to make about your role what would it be and why?
- Where do you see your future laying within Marketing or Growth?
- Is there a specific Marketing discipline you would love to learn more about?
- Are you self learning currently?
- Is there a development area we can support you on?
Once you have collated these answers and understand the direction you would like to take the team and develop out your team members, action these, start with smart internal steps to help build momentum, create milestones so you understand how far you and the team have come, revisit your budget and where possible or relevant reassign these to external coaches.
Personal Development As A Marketing Leader
Question: How would I benefit from these questions and where can I improve and develop?
This process will help you develop as a people manager and coach but also as a leader.
Developing out your team and team members do take time but it is invaluable for the team’s cohesion, for team members development and for the company’s performance.
You will see bumps, however, you will see improvements short, mid and long term and celebrate wins, micro wins all roll up to huge change.
Take the challenge. I dare you.
Blog Note: This article was written for Heads of, Director and VP / C Suite members but importantly many senior managers and upcoming stars can use this framework too and should openly and proactively go and speak to the bosses about rolling this out.