Managing up in Marketing: Help! My CEO Googled Something

When Executives Get Tangled in Marketing Weeds

As a marketer, you've likely experienced the frustration of seeing non-marketing executives, even founders, dive into the nitty-gritty details of your work, inquiring about keywords, landing page conversion rates, and specific campaign tactics. This often occurs when you're focusing on larger strategic initiatives, leaving you wondering why they're fixated on these micro-aspects.

While the initial reaction might be an annoyance, it's crucial to remember that this behavior doesn't arise in a vacuum. It's often a symptom of underlying issues that you need to address as the marketing leader.

Here are some possible explanations for why non-marketing executives delve into the "weeds" of marketing:

1. Lack of Transparency and Proactive Communication:

• Missing Marketing Plan and Reporting Framework: Often, non-marketing leaders lack a clear understanding of the marketing plan, goals, and chosen metrics. This absence of a framework leads to uncertainty and prompts them to seek answers in the details.
• Limited Updates and Feedback Loops: Infrequent updates and performance explanations leave leaders feeling uninformed and disconnected from your work. This information gap can trigger them to fill the void with their own assumptions and inquiries. Here's a solution to that.

2. Unmet Growth and Efficiency Expectations:

• Searching for Growth Levers: Leaders constantly seek ways to accelerate growth and improve efficiency across the organization. When marketing's contributions seem unclear, they might resort to focusing on specific aspects they believe can drive results.

3. Past Experiences and Misconceptions:

• Outdated Playbooks and Misguided Advice: Leaders may be operating based on outdated marketing strategies or advice they received from unreliable sources. This can lead them to focus on irrelevant metrics or tactics. What to do? We've got you covered.

4. Unrealistic Expectations and Goal Misalignment:

• Marketing Underperforming: When marketing falls short of its goals, leaders naturally become concerned and seek explanations. Focusing on specific details might be their way of understanding the reasons behind the underperformance. If this is the case, check out our marketing performance checklist. 

5. Mirroring Marketing's Communication Style:

• Marketing's Communication Sets the Tone: If the marketing team routinely focuses on granular details in its communication, it sets a precedent for others within the organization. This can lead to a company culture where everyone gets hung up on the minutiae.

The Solution: Effective Internal Communication and Managing Up

Addressing these potential causes requires a proactive approach from marketing leadership. Here are some key steps to take:

• Develop a Clear Marketing Plan and Reporting Framework: This framework should outline the goals, strategies, metrics, and reporting cadence. Regularly share this information with non-marketing stakeholders.
• Improve Internal Communication and Feedback Loops: Establish regular meetings, reports, and communication channels to keep leaders informed and engaged. Provide timely updates on performance and key initiatives.
• Proactively Identify and Share Growth Levers: Identify areas within your marketing strategy that can drive significant growth or efficiency gains. Clearly communicate these opportunities to leaders and involve them in discussions.
• Educate and Address Misconceptions: Engage in open conversations with leaders to understand their past experiences and address any misconceptions they might have about marketing. Provide them with accurate information and resources to help them understand your approach.
• Set Realistic Goals and Explain Performance: Ensure that marketing goals are achievable and aligned with the overall business objectives. Proactively explain any challenges or roadblocks that might impact performance.
• Tailor Communication for Different Audiences: Communicate marketing efforts at an appropriate level of detail for different audiences. Avoid technical jargon and focus on the bigger picture for non-marketing stakeholders.

By taking these steps, marketing leaders can bridge the communication gap and prevent non-marketing executives from getting tangled in the weeds. This fosters a collaborative environment where everyone can focus on achieving the organization's shared goals.

Turning Frustration into Opportunity

Instead of viewing this behavior as a mere annoyance, seeing it as an opportunity for deeper understanding and collaboration is crucial. By actively listening to the concerns and questions of non-marketing leaders, you can gain valuable insights into their perspectives and expectations. This information can be instrumental in refining your marketing strategy and ensuring it aligns with the overall business goals.

Remember, non-marketing executives are often eager to contribute and support the organization's success. By addressing their concerns through effective communication and collaboration, you can create a stronger and more unified team, ultimately driving greater success for your business.