Great marketing leaders know how to manage top-down and bottom-up expectations.
In dysfunctional cultures, marketing leaders sit at the fulcrum of C-suite impulsivity and ground-level reality. Great leaders understand their role in that seat is to manage expectations and translate them into actionable tasks for their team members.
While that can seem like an inherent understanding, I’ve found it to be uncommon. Often a marketing leader will kneel to present leadership pressures at the detriment of longer-term results. Or they’ll commit to unrealistic strategic outcomes and place all the responsibility on the tactician on the ground floor.
In a dysfunctional culture, it’s easiest to spot a great leader after they leave. They leave such a surprising chasm in the day-to-day operations that it’s impossible to miss. Suddenly there’s no translator between the C-suite and the ground floor, and the ground floor starts scrambling for the exits.
And they focus on long-term results.
Lastly, good leaders always consider actions in a strategic, long-term context. They don’t get discouraged in the absence of a straight-line path to a goal. They know that success depends on whether they can make good decisions over time. They see every choice as an opportunity to advance the revenue team closer to the goal.
The ability of good strategic marketers to put choices into context can benefit less-experienced marketers, who may fixate on present tactics and metrics more than longer-term concerns. Good marketing leaders know that some of their bright young marketers can grow by thinking of their impact on a broader strategy. They can become better marketers if they can learn to see in longer terms—in years, campaigns, and even careers.
Great marketing leaders share such things because that’s who they are. They’re not concerned with protecting their current place as much as creating a lasting impact. They may even hope that one day, those bright young marketers will become bright marketing leaders themselves.
We’re always thinking about growth marketing and how to put companies on a path to marketing success. If you’re interested in keeping up to date, you can subscribe to our growth marketing blog for alerts when we post new content.
If you’re looking for more about how marketing leaders think about structuring marketing departments for success, then check out our free whitepaper below.