How do marketers show their value to the board in wartime?

How do marketers show their value to the board in wartime?

Fact: Covid-19 is placing unprecedented pressure on every organisation. Reality: Marketing is usually one of the first functions to suffer and the last to recover when the shit hits the fan.

So, how can marketers prove their worth in wartime?

The Public Relations Consultants’ Association’s (PRCA) new Marcomms Group is hosting its first virtual event on June 3 at 10:00am to offer vital advice for marketers.

The event

There are some metrics of course, in terms of engagement – both internal and external – but how else can marketers demonstrate their value?

The Marcomms Group believes that, as in peace time, marketers can demonstrate value through attitude – a desire to make things happen, a capacity to think differently, a capability to deliver a game changer in crazy times. Marketers can provide a calmness and calculation of advice, ensuring organisations don’t panic, don’t create communications for the sake of it, and protect the brand.

Marketers can be even more responsive, delivering timely value. And they can control spend by delivering innovative ways to get messages across.

Living without marketing

There is also a cost to marketers not being around. The need remains even with no resource, so who does it? Finance? HR? These functions have enough to do and are not communications professionals – especially Finance.

And when this is all over, what’s the cost of re-recruiting? What’s the cost of the lost IP? So much of a marketer’s IP comes in experience.

As sales for most businesses have declined during lockdown, there will be a real pressure on cash flow in the coming months, and the furlough scheme will not last forever. So, how do marketers show their true value, not just in lockdown, but beyond, when cash will remain king?

Two sessions

In this interactive webinar, the PRCA’s Marcomms Group will discuss the value marketers bring and how they best demonstrate it to their boards.

The first session will focus on senior marketing people within organisations and what they need to do, with the second session for less senior people where the focus will be on the more practical things they can do to prove their worth.

This event will be virtual. If you have any questions you would like to submit in advance please contact Groups Manager Kyrie.Abrahams@prca.org.uk