Quite often the best ideas are those that start big and wildly imaginative. That’s why we asked, what would you change if you were king or queen for a day? Below are some of the responses; dream big
Sean Jackson, CMO, EXASOL
I’d allow marketing teams to focus more on evaluating results rather than just doing the work in the first place. We’re all consumed with the need to meet business objectives and help sales targets, and then we’re deluged with inbound enquiries internally and externally. You only have to look at your inbox first thing in the morning and then continually throughout the day to see how many folks are demanding things to be done immediately. It’s important to convene as a marketing team, and get together with sales as well, to understand what the right thing to do is. Test, test, and test again before launching campaigns and solicit feedback from sales along the way to see whether the programmes are working or not. But most importantly, do not get hoodwinked into doing something that is not part of the plan.
Charlotte Graham-Cumming, director, Ice Blue Sky
Thinking has become too short term, too knee jerk, so the value of returns are diminishing and marketers are in danger of losing the credibility they have spent a long time building. You can plan long-term without committing lots of budget, so that’s not an excuse. So many are looking at this month, this quarter, instead of looking far ahead and working out how to be innovative and to lead.
David Hunstone, owner/MD, Hub TV and Bombora Media
I would encourage the growth of an ‘empathy antennae’ for all my team. It would help us to see, feel and understand the problems our clients are struggling with.
John Watton, EMEA marketing director, Adobe Marketing Cloud
If I were king for the day, one thing I would request from all marketers is to have curiosity; to want to make a difference, learn and most importantly: take risks. And to get them to understand that taking risks shouldn’t be risky. We can now test, fail, learn and improve in days rather than months. And do that without blowing the marketing budget. So stop being so conservative.
Paul Everett, director of marketing strategy, The Marketing Practice
I’d ask what activities we would take out of the plan if we only had half the budget. Then I’d cancel them anyway and put all the resource into the rest. Doing a few things really well is a very difficult discipline to adopt and needs constant attention.
Dom Robertson, managing director, RPM
If I were king for the day I would change the meeting culture. Too many people turn up late, don’t prepare and don’t follow up, so I would instil the following rules:
- You can only book 45 minute meetings.
- The organiser has to state what the meeting is about and what the intended outcome is.
- The organiser has to explain why each person is invited.
- The organiser has an agenda and sticks to it.
- No more than six people in a meeting unless it’s a broadcast session.
- Actions are confirmed and divvied out at the end.
- People who turn up late are not allowed in or have to buy everyone a pint.
Shahab Izzat, senior director sales, Savola Group-Plastics Sector
A decision within an hour, no matter who does it.
Jane Asscher, founding partner – strategy and management, 23red
Mine would definitely be an hour every day to go for a mind wander; an hour of total peace and quiet with no phones, no emails, no one else, no agenda and just seeing where my mind takes me. Totally liberating, relaxing and inspiring.
