Marketing is a major player in the growth of your business, but it is not the only factor. As you pursue more profit, you should track the performance of each piece of your business. An improvement in logistics, for example, can have a powerful impact on customer experience and save costs, but the marketing team will never have the opportunity to make that insight unless you actively seek it out.
As you look at the big picture of your business, do the following:
- Map out the pieces of the business at a high-level and define the relationships between each piece
- Assign metrics and tracking to each piece that you can regularly review (monthly, hopefully)
- Review everything that comes before and after marketing when you evaluate the success of a marketing campaign
- Bring voices from all levels of the company into your strategic planning sessions
We do these sorts of high-level sessions with clients all the time. Feel free to reach out if you have any questions about how to conduct your own.