Your most important responsibility

Saying ‘No!’. That’s your most important responsibility, when you’re accountable for the marketing and business development efforts of your organization.

No, it’s not on your job description. No, nobody told you when they hired you. And no, it will most likely not be appreciated a whole lot the first few times you’ll say it.

However, saying ‘No!’ is your most important responsibility. Especially in a professional service firm, where lots of subject matter experts feel they are also experts in marketing and business development. Spoiler alert: they are not.

So, the next time they’ll bombard you with their opinion, you’re going to say ‘No!’. Not aggressively, but politely and with confidence.

Now, in order to do this, you’ll need a couple of things:

Guts – The first time you’re saying ‘No!’ is going to feel a little uneasy. We all want to be liked. When we say ‘No!’, it may seem as if we’re not being supportive and accommodating. However, this is not true. Saying ‘No!’ to someone can actually help them tremendously. They may realize this, when you’re clear about your reasons.

Purpose – Nothing creates more clarity than a well-defined and clearly articulated, shared goal. Ideally your organization is very clear about the future they want for their clients and for themselves. However, if this is not the case, you’ll need to set your own goals. The longer the term the better. If long-term isn’t possible, go for short-term. It will create clarity.

Mastery – You’re a skilled marketer. You’ve been at it for quite a while now. Otherwise, you wouldn’t be accountable for your organization’s efforts. Don’t be too modest about your own expertise. You may know what works best on an operational level. You also understand that there are choices to be made on a tactical level. Choices that are influenced by strategic decisions. Showcase your expertise on all of these levels. Prefer business lingo over marketing speak.

Autonomy – Now, because you are the marketing expert, you deserve some freedom. While you may need subject matter expertise for your content, you know best why and when to create this content. Also, you’re an expert in making this content appealing to your target audience. So it does what it’s designed for and actually contributes to your organization’s overarching goals.

Next time, say ‘No!’. Do it politely. And with confidence. Show some guts. Be clear about your purpose. Demonstrate your mastery. And highlight the importance of your autonomy.

Hope this helps!

Thank you for reading MBD Boost #001, sent to marketers and business developers on January 16, 2024.