Archive for February, 2014


Internal Marketing – Bridging the Gap Inside Organizations

Author: Cathy Kenton
February 13, 2014

In the last couple of weeks I’ve been thinking about how few organizations really commit to or trust their marketing efforts. Regardless of the size of the organization, marketing typically comprises a significant portion of the budget, but it is not well understood or respected by other members of the organization.

If I had a dime for every time I’ve heard a sales executive lament that marketing “isn’t particularly helpful’, or a financial manager complaining about marketing expenses, I’d have retired to a sandy beach (with a case of Zinfandel)  a long time ago. At the same time, marketers complain that we’re misunderstood and nobody appreciates what we’re doing.

Bridging the Gap

Marketing departments and budgets are usually the first areas cut during difficult economies or sales slowdowns, and they often take the blame when revenue expectations fall short. In order to succeed in the long term, marketing needs to be unified with every other department within the organization.

So how do we align marketing with sales, business development, finance, and even customer support? We find out what they need and support them. It couldn’t be easier! Treat the departments within the company as valued clients and partners and before you know it, they’ll be your allies and advocates.

One of my first challenges after being hired at Law.com, was to identify and then support the best revenue opportunities. After evaluating several products, I determined that Online CLE offered significant short and long term revenue potential. The problem was, Online CLE wasn’t selling and in an effort to reduce expenses, the product was on the chopping block. Not to be deterred, I worked with the manager of the department, corporate executives, and the financial managers and convinced them to test a different approach to how we packaged our CLE products. With everyone’s buy-in and a small test budget we set out to repackage CLE and market the new offering. Our first test returned such a positive result that everyone quickly got onboard and we were able to efficiently scale-up the offering.

Every day, we marketers write content for our organizations preaching how the company listens to its customers, it’s time we take that message to heart and take our own advice.