Becoming a B.A.D.A.S.S. Marketer

CEO: "Well, how do we sell it?"

CFO: "One at a time I guess?"

CMO: "I've got a couple ideas..."

Typically, this conversation goes in one of a few different directions. Sometimes it is a weird conversation about Stars, Cows and Dogs. Other times, it is focused on 7 P's, 4 P's, 5 Forces, 12 of this, or 10 of that.

This is all fine and good, and has some history of success. But it's all a little complicated for the rest of us. My simple solution? Be a BAD ASS!

B - Business Objectives

Always begin with the end in mind. If marketing strategy does not align with business strategy, you're already screwed. There are unique times when marketing does pioneer a business solution or create a market, but it is EXTREMELY RARE. This type of alignment has become more challenging with the economic pace and commercial climate in which we currently operate. As quickly as marketing strategy, tactics and channels are evolving, business strategy often finds itself in the same position--adapt or die. DO NOT throw alignment to the wind as an unachievable ideal! DOUBLE DOWN on it like your life (and the life of your business) depends on it!

A - Assets

Always start with what you have! Many times, businesses will see a marketing opportunity and have to create a platform or position in order to maximize it. Not only does this stretch your speed to market, but it can have you "chasing tails". What do you already have that you can maximize? Thought leadership, existing channels, talent, personality, product, etc. Look at EVERYTHING! Sometimes, the best marketing assets are right under your nose.

D - Deliverables

This is the turning point of being a B.A.D.A.S.S. Marketer. Too often, deliverables are the end result. All the strategy and planning takes place BEFORE the tangibles when the real thinking and planning should be applied AFTER. Design leads to deliverables. Marketing leads to implementation (aka "distribution" of deliverables).

A - Awareness

Now that you have deliverables, take a 360 degree snapshot. This is the best place to plug in some standard marketing tools. Personally, I'm a minimalist when it comes to strategy (4P's) and an analyst when it comes to planning (STP). I love the word "ecosystem" when it comes to marketing because it breaks a plan down to all the individual components while keeping in mind that it is interconnected and ALIVE.

S - System

As much as you may hate it, create some rules. Split testing, if/then, trigger points, etc. As mentioned earlier, our current business environment is much too fluid to not have a "lean" marketing system that follows a build/measure/learn methodology. The worst marketing mistakes all boil down to an absence of measurable reference points. Ideally, these reference points should "ladder up" to business objectives.

S - Service

Elevate a culture of service and suppress a culture of automation. Use automation as a tool, but never as a philosophy. Remove "one and done" as a value. View your "deliverables" as planted seeds. Water them, shelter them, fertilize them, insure them and create an environment that is assuming their growth.

Now go be a B.A.D.A.S.S.!