Walk in the shoes of your customer. Always.

The foundation for driving an effective Marketing Machine isn't rocket science. For me, it's simply using coming sense: Think, breathe, eat, sleep, talk and walk from the shoes of your customer. Period. It's that easy.

As a marketer, the words I use to convey a message or engage an audience come naturally by simply stepping into the shoes of my targeted audience and viewing my content from a customer perspective. Imagine this:

If you were a potential customer who visited your website, would your key messages immediately resonate? What, if any, would be your gut, emotional-response? What would be your number one takeaway? Would you be enticed to continue reading? Would you trust your company? What catches your eye? What turns you off, if anything? Are you confused about anything? You only have about 8 seconds to make your judgement. What do you remember after an 8 second glance?

If you haven't done this before, try it. It works remarkably well when collaborating with your corporate team on messaging, positioning and key value propositions.

p.s. Top Secret: This approach totally rocks when trying to convince a room full of engineers and developers that customers really don't care about how awesome you think your product is - even though it is. It's about them, their needs and pain, not you. Viewing your suggested marketing-speak from the outside-in as opposed to the inside-out forces the brains behind the technology to think outside their sandbox.

Win Big! Ten Marketing Lessons from SuperBowl 2015 #Rewritetherules

1. Stellar Teamwork

There is no I in teamwork.  At the conclusion of the game, did you notice that every player interviewed never once uttered the word I? Rather, it was consistently about the team. "I love my team. The team came through. The team worked together. The team never gave up. I completely trusted our team." 

Winning requires teamwork in every sense of the word. When the team wins, everyone wins. 

2. A Winning Game Plan 

Strategy. The Secret Sauce. The overarching goal was to win the Super Bowl. However, just getting to the Super Bowl was dependent upon the success of multiple, sequential milestones: Win the first game. Win the next game. Win the most games. Win the division. 

Obtain 100% clarity on your company's short & long-term goals & objectives. Once you understand the real game plan, you can develop & execute a marketing plan that delivers the expected results. Understand your KPIs - Every action, deliverable, program, and campaign MUST be aligned and contribute measurable value to a strategic initiative or milestone.

Psst. Very often, there is a long-term objective not shared publicly or with the general employee population. But if you are the CMO or VP of Marketing, you best march into your CEO's office and ask the following questions:

What's your exit strategy? 

What's your long-term +18 mo. goals & objectives?

What's your time frame? 

What keeps you up at night?

What would be the best possible outcome?

What should be our #1 customer takeaway?

What should Marketing be doing better, different, more, less?

Next: Drive your team forward on two dimensions:

Tactical: Execute to deliver monthly, quarterly, sales, customer & revenue goals

Strategic: Execute to position company as the industry leader

Confidentially Strategic: Position company as an attractive acquisition or IPO candidate 

3. Competitive Intelligence

Every team is different. Every game is a new game. Every competitor has its unique strengths & weaknesses. Research. Study. Dig Deep. Align team & develop your GTM accordingly. 

·    Know your SWOT & your competitors' SWOT 

·    Know your targeted customers' SWOT & your exciting customer's SWOT 

·    Stay ahead of the curve. Listen to the social network 

·    Work your new found intelligence strategically & to your advantage 

·     Continuously refine your GTM, messaging & positioning 

·     DEFINE YOUR POSITION in the competitive landscape & OWN IT

4. No Surprises: Expect the Unexpected 

Have a backup strategy for every possible scenario because it’s always when you least expect - that everything changes.

Stuff breaks. Things happen. And at the worst possible time. Always.

Be proactive, not reactive. Prepare for the worst. Expect the best.

5. Don't Count your Chickens before they're Hatched

Never assume you've won until it's signed, sealed & delivered because just when you think it’s a done deal, the unimaginable happens.  

6. Respect the Lead of your Quarterback & Coach

 Have a perfect understanding of what is expected of you from your CEO, VP, Manager, Customer, Team, Extended Team. 

You've got to be where you're expected to be in order to catch the ball & run with it. You're accountable as part of the team.

7. Never Underestimate the Newbie. There's always somebody better than you. 'Nuff said on this potentially heated topic. :)

8. Emotional Outbursts Will Cost You, Your Team & Possibly the Win

Unprofessional behavior will get you fired in a heartbeat. It's easy to be a nice guy when everything is going your way. Real character displays itself under fire. All you need is one explosive event to define your internal reputation indefinitely

9. Forget About You

Win for the team. The fans. Everybody & anybody. But don't win for you. Stay humble. Be gracious. And remember to thank everyone involved in 'your' success.

Your success is for your: team, company, customers, shareholders, investors, board members...

10. Every Minute Matters & Define Your Destiny

Give it everything you've got. 100% of the time. Play to win & win BIG. Nobody remembers who won second. Your Messaging, Positioning & Storyboard should portray your company as THE leader - Now.

Follow the AS IF philosophy:

GTM as if you are already the unquestionable industry leader. You are what you say you are. Perception is everything. Define yours.