3 Marketing Intentions for 2019

Written by: Cassandra Bailey

It’s a new year, which means that it’s a perfect opportunity to completely rethink and change everything you’re doing with your health, relationships, and business.  In 2019, you’ll be perfect in every way.

Of course, that’s not how people work.  That’s why I – like many others – have resolved to stop resolving.  Instead, this is a great opportunity to set new intentions. These are the things you’d really like to do.  With some support and discipline, you’ll be a lot closer to achieving them than you would be otherwise.

So what should you include in your list of marketing communications intentions for the coming year?  The biggest mistake is trying to do too much. Focus on these essentials, and at the end of 2019, you will have made a big difference in your marketing effort.

  1. Be clear on how marketing supports growth.  The marketing function within any company should be accountable for producing new opportunities.  Sometimes that means sales. Other times it means recruiting, strategic partnerships, and reputation management.  It is up to you to clearly outline and create alignment around what role marketing must play in growing your company in 2019.  Remember that no one can do it all. Focus your marketing team on what will most likely move the needle in the coming year.
  2. Define what success looks like.  Once you know the focus, you should ensure that everyone is aligned on how you will define success.  We’ve worked with CEOs who set goals for media placements and speaking opportunities. When all of them were accomplished well before the deadline, they were not satisfied with the results. Be very clear on what you want from marketing in 2019, and everyone will be happier when you get it.
  3. Commit to learning.  Marketing, buyers, and influencers are constantly changing.  What they value and how they buy at the beginning of the year may not be at all similar to how they do it at the end of the year.  A huge part of marketing’s job should be providing new insights. Understand and appreciate the value this service offers to the company over and above everything else the team provides.

If you are able to do all three of these things over the course of 2019, I can say with a large dose of certainty that you will be happier, more successful, and more satisfied over the course of the year.  If you need help with any of these things, please do not hesitate to ask for it. Make “get marketing help” your only resolution, and chances are, you’ll hit the three intentions listed above.


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