Why you need a business plan, not a marketing plan
We end our series on B2B marketing effectiveness with a look at why brands need to ensure all departments are working to the same set of objectives.
In the final instalment of our B2B marketing video series in partnership with The Marketing Practice, SAS UK and Ireland marketing director Rachel Lockwood explains why all business functions need to be aligned to a single set of goals. It may be common to have separate marketing, sales and service plans, but she argues that to address the market’s needs and your own revenue objectives, everyone needs to pull in the same direction and not work in silos.
She also claims that the data skills required in today’s world don’t take away from the art of marketing. Numbers alone can only tell you so much; only with creativity and expertise can they be interpreted in a way that drives better outcomes for the business.
