Each business is different, but in every B2B there are basic elements of the marketing organization to consider as you grow and mature. Marketing is a critical and often overlooked area in many businesses. However, I believe it to be one of the most important practices in your business to invest in and plan for from the start. Marketing serves as the voice of your customer to help support business decisions. Without that voice and bridge to connect with your market, it's hard to create something that people will want and more importantly, pay for.

Marketing helps to answer some of the most critical business questions:

  • Who are we selling to?
  • What do they want?
  • How do we communicate with them?
  • How is trust built?
  • Where do we find them?

Many businesses wait to invest in marketing, many times because they just don't know where to start. So I've created a roadmap. My roadmap lays out where to begin, what to consider, and what to investments to make, in each stage of your business, based on your size and revenue.

Just as your engineering and product teams create roadmaps to drive their progress, It's important to do the same for your marketing team as you grow and develop your company to ensure that you're building the right parts at the right time. The areas to consider are:

  • Strategy
  • Approach
  • Systems
  • People

Here's a look at the roadmap which I will be describing, in more depth in future posts.

marketing-roadmap-strategy
marketing-roadmap-approach
marketing-roadmap-systems

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