How do you prove marketing’s worth within your business?

Most members felt that Marketing was valued within the business, but rarely led it. It was often the Commercial function who set the strategy and looked to Marketing to support it.
It’s fairly easy to prove marketing’s value in the short term through sales – but much harder to demonstrate the longer term value of building the brand and looking after customers.
Senior management often have pre-conceptions about what will or won’t work and it can be hard to change their minds. Marketers need to lead and demonstrate what activity really makes a difference, through clear analysis and reporting.
There was a general feeling that Marketing is something that “everyone thinks they can do”. If that’s true, then it hurts marketers’ credibility and professionalism. Adopt a test and learn approach to continually improve the effectiveness of your marketing and stop others interfering.
It’s important to know your figures inside and out. If you’re asked to review your budget and make cuts, know precisely where you would reduce budget and the impact it would have.
Make friends with the Finance Director. They’re looking for hard facts, so spend time with them and show that you know your numbers. They’ll be less inclined to cut your budgets if they know you’re in control and not just making it up as you go.