SEAT Global Magazine - Sports Industry Case Studies Issue 06 August/Sept 2017 - Page 34

Leadership Brief

Written by Ross Shelleman, CEO Target Data

These queries will challenge your marketers’ assumptions. The result: alignment, at last, between your company’s

marketing and its mission.

Marketers often talk about the three ‘M’s of marketing: market, media and message — who you’re trying to reach, where you’re trying to reach them and what you want them to hear from you. As most CEOs look at their company’s marketing function, however, a fourth ‘M’ often comes to mind: mission. Marketers spend so much time trying to craft a more compelling message, choose a more effective channel and reach a larger audience that they often forget why they’re marketing a product or service in the first place.