• Guy

Knowing what you were hired to do

Marketers and CMO's are always looking for the next big project to make their name, or more likely, to keep them engaged and excited about the job. And while some companies have more than enough opportunities to try new things, enter new markets, buy new companies, others are kind of in a run-rate state where not much new is happening.


That's often a danger zone--because we get bored. We want to try and test new things, we want to take a risk, we want to experiment with new strategies.


Which is all well and good if that's your remit in the role. If you're there to shake things up, to be a disrupter, to keep searching for that silver bullet of a message until you find it, you should never leave that job (since I don't think that job actually exists). But if your job is actually to drive down customer acquisition costs, or deliver more sales-ready leads, or increase product adoption, or put a competitor out of business--that's what you need to ensure you prioritize.

Keep calm and mind the gap--in your interest and the requirements

Often times once we get up on our ski's we lose interest in the thing that attracted us to the job in the first place. Once the new brand is launched, once the new website is operational, once the team is fully staffed, we can fall into a trap of looking for the next shiny things.


That's not inherently bad, but it also can cause you to get out of alignment with your boss, the CEO, and even the board (who sees new and shiny things as spending $$ and having little to no ROI). So make sure you check-in with your boss regularly--are you still aligned? Are you still on track to deliver the metrics the board is expecting? Are you still meeting his or her expectations with the work you and your team are producing?


If not, get back on track immediately--a few quarters of misalignment are an easy recipe to invite scrutiny on you and your team--and your budget.



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