I am finding myself rewriting my priorities every month. This is not a bad thing. We need to spend time on the areas that are most critical to our company.
With all of the challenges facing us, the one difference-maker in this process is finding the “change agents” in your company and outside of your company.
To me, a change agent is someone who has a number of ideas of how to improve processes.
Internal Change Agent – These people are your most valuable employees. They are the heart and soul of your company. They are closest people to the processes and they know what it takes to improve those processes. Not every person who touches a process is a change agent. Only change agents see how this piece works in a big picture scenario.
External Change Agent – These people are those close clients who have a strong relationship with your company, and value their relationship with your company. These people have ideas on how you can take your products and services to a higher level if you are willing to listen to their ideas. Again, not every client is a change agent. You need to listen to all clients, but especially listen to those who are looking for win-win scenarios.
How does this relate to marketing?
To me it is all about listening, testing and changing all of the time.
Internally, it is important to work closely with sales and client services team and make sure changes in marketing strategy are effectively communicated and implemented by all parties. Marketing can no longer operate independently from your sales and client services team. In addition, you want to find those individuals within these different groups who are willing to change direction on the fly and make sure they buy-in to new initiatives.
Externally, you as a marketer need to connect with the best and brightest marketing professionals. Connecting through Linkedin is a great place to start. Sharing your own ideas with others is also a great way to get feedback. In addition, take some time and find out what techniques other marketers, client service and sales professionals are using to attract new clients and keep current clients.
The only consistent is change!
You need to change and grow. It really is that simple. Start embracing change and make sure you are tapping your change agents for ideas on where to go in the future.