Ever feel like no matter what you do, marketing ends up taking the heat? You're not alone. In a recent episode of the "Blame It on Marketing" podcast, hosts Ruta and Emma sat down with leadership expert Lucie Ilbury to unpack why marketing is often the go-to scapegoat and explore ways to shift this narrative. Let’s dive into the key takeaways from their insightful conversation.
Marketing departments are frequently under immense pressure. Ruta points out that marketers are typically "externally motivated" because "if there is no external validation to what we're doing, we're probably not doing a great job." This constant need for external approval can make marketers feel like they're always walking a tightrope.
Lucie adds, "As a leadership expert, I believe that the lack of a sense of belonging and understanding within organizations contributes significantly to why marketing often gets blamed." When leadership doesn't fully understand the complexities of marketing, it's easy for them to misattribute failures or setbacks to the marketing team.
One of the standout points from the discussion is the concept of psychological safety. Emma emphasizes that without it, "the likelihood is... if you do feel.. you don’t have psychological safety and you feel like you are.. blame is being laid at your feet those two things kind of go together."
Lucie agrees, highlighting that psychological safety is crucial for fostering an environment where team members feel safe to express ideas and admit mistakes without fear of undue blame. "When there's a lack of psychological safety," she explains, "people are more likely to feel defensive and blame others, which often falls on the marketing team."
Misalignment between marketing and sales teams is a well-known issue. Ruta mentions, "One of the typical problems that we come across in marketing is a lack of alignment between marketing and sales teams." This disconnect can lead to confusion, frustration, and ultimately, blame being thrown in the wrong direction.
Lucie suggests that fostering better communication and understanding between these departments is key. "Marketing and sales need to work collaboratively towards common goals," she advises. Regular meetings, shared objectives, and mutual respect can help bridge the gap and reduce instances where marketing is unfairly blamed for issues.
Diversifying marketing teams is another area where blame can sometimes be misplaced. Ruta points out, "Diversity is a particularly interesting one in startups because we all like hiring people that have a culture fit, which is the antithesis of diversity." Smaller startups often struggle to balance cultural fit with the need for diverse perspectives.
Lucie counters this by emphasizing the importance of structured hiring processes in promoting diversity. "Using objective assessments and standardized procedures can help mitigate biases," she explains. Larger organizations tend to have more resources and established processes to support diverse hiring, whereas startups need to be more intentional in their approach.
Leadership plays a pivotal role in whether marketing gets blamed or supported. Emma notes, "Role modeling the behavior that you want to see, whether you are a leader or not, is important." Leaders who demonstrate empathy, transparency, and understanding can set the tone for the entire organization.
Lucie adds, "Leaders need to be aware of their own behaviors and how they influence team dynamics. By modeling the right behaviors, they can create an environment where marketing teams feel supported rather than blamed."
So, what can marketers do to change the narrative? Here are some practical steps derived from the podcast discussion:
As Ruta aptly puts it, "We all want for marketing to do well and for the revenue to come in and for everyone to have a good time." By taking these steps, marketers can not only reduce the instances of blame but also create a more collaborative and successful work environment.
Marketing shouldn't be the default scapegoat when things go wrong. By understanding the root causes of why marketing gets blamed and taking proactive steps to address these issues, organizations can foster a more supportive and effective marketing function. As Lucie Ilbury emphasizes, it’s all about creating the right environment and leadership that values and understands the vital role marketing plays in the success of the organization.
Next time you find marketing under the microscope, remember these insights and advocate for a more collaborative and understanding workplace.