It strikes me that the spirit of "Yes We Can" is very applicable to marketing at this particular point in time when many have recently suffered significant cuts in marketing budgets owing to their lack of ability to demonstrate the financial value derived from those investments.
Yes We Can apply more discipline to how we measure the payback on marketing investments without increasing the workload proportionately.
Yes We Can embrace this discipline without harming the creative energy so critical to marketing success.
Yes We Can measure those "softer" elements like branding, customer experience, innovation, and word-of-mouth, and link them to impacts on company cashflows.
Yes We Can overcome gaps in data and find ways to build reasonable approximations which even the CFO will embrace.
Yes We Can align the entire company on a single set of marketing metrics and all use the same yardsticks to measure success.
Yes We Can forecast the impact of changes in spending amount or allocation in ways that will inspire confidence instead of criticism.
Yes We Can anticipate the challenges ahead with reasonable certainty and act now to prepare ourselves to meet them head-on. And most importantly,
Yes We Can restore credibility and confidence in marketing as a means of driving profitable growth in our companies, regardless of industry, sector, corporate politics, culture, structure, or market dynamics.
The present economic environment offers a unique opportunity to re-invent the role of marketing in the organization, and to re-establish the critical links between our marketing efforts and the bottom-line shareholder value they create.
Believe it. If you're not doing it, your competitors likely are. There are no more good excuses. There is only "Yes We Can".
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