Marketing: Defining Your Role
What role does marketing play?... What a great question that can be applied to many areas of your bank or credit union. And what makes this question great is that fact that depending on the person are asking, the answer may be different.
This year your marketing department may be tasked with a variety of objectives including forming and supporting your brand, generating traffic, establishing value, encouraging customer/member loyalty, creating effective communication, developing product … and the list goes on. What is the priority for marketing? Assuming you can answer the question for your marketing department, would your CEO, CFO, CLO, and COO agree?
Ask your executive team how they view the role of marketing in your organization. Is it what you expected? Are the answers the same? Because less face it, until we know the answer to this question, we can’t begin to define or measure what success for the marketing team looks like in 2011.
Best,
Jamie
