99% of your climate tech company’s marketing problems are caused by this . . .
🙁 Lack of stakeholder alignment.
Okay, so this statistic is made up. But I think it’s a pretty close estimate.
We look at the marketing tactics or deliverables and may be tempted to think, “Oh, we just need to fix _____, and then we’ll get more leads and customers.”
But the truth is, the tactics and deliverables are based on the marketing strategy.
So if the company’s marketing stakeholders (Think founder, marketing and sales leaders, product managers, advisors, etc.) aren’t in step on the strategy, then all the tactics and deliverables will be painfully all over the place.
And that’s why they’re not working.
The real million-dollar question in marketing continues to be this:
✨ How do we unify our marketing stakeholders so that our team and tactics are all pulling in the same direction (and we can be most effective)? ✨
Sometimes it means going back to the basics, starting with an honest conversation with the company’s marketing stakeholders individually.
Here are some example questions to ask:
🔵 The purpose of marketing for our company is _____.
🔵 I see my role in marketing for the company as _____.
🔵 The process for approving marketing projects is _____.
🔵 Right now in terms of marketing for the company, our team needs to get on the same page about _____.
🔵 The projects marketing should always prioritize over all the rest are _____.
🔵 When tracking marketing performance, the metrics that matter most are _____.
🔵 We will know we have been successful at marketing when _____.
From here, you’ll get a clearer picture of just exactly where your stakeholder alignment is breaking down so you can begin the work of rebuilding.
The next step could be a workshop to build the final answers to the above statements for your company and work through any remaining questions or concerns.
My recommendation is to point to as many reliable and authoritative external sources as possible when sharing the consolidated and refined version – and avoid the trap of making this a personal attack against anyone in the group.
I won’t lie: it will be hard.
If your team doesn’t trust you — or can’t learn to — then it will be even harder.
But you’ll finally get to the real heart of the matter and finally stop trying to fix the surface-level issues for marketing at your climate tech company.