People talk about marketing from a communication POV but there’s a lot more going on behind the scenes.

Marketing can help making smarter decisions through the conscious alignment of what the organisation needs and an understanding of which stakeholders (customers) can best help deliver on those.

People with a marketing orientation (they can be anywhere in your organisation) are on top of what challenges face the Org and are very aware of who their important stakeholders are and what’s affecting them, today.

The smarter decision comes from being proactive, empowered and understanding what fits and what’s on the fringes. When you demonstrate this in your actions, touch-points inside and outside the organisation, you build trust, gain credibility and are far more efficient. Those fringe offers, opportunities and proposals don’t take up all of your precious time. Yes, as part of your ongoing environmental scanning, you’ll have an eye out for new things, but your knowledge of the Org and your customers/stakeholders will keep you progressive, innovative and value adding.