Local marketing autonomy

As a local marketer within a global firm, you need autonomy.

You can only be successful if you get the freedom (and responsibility) to develop and execute your marketing strategy autonomously.

I’m amazed with how many global marketing departments can or will not support this. It seems there’s a lack of trust. But also, a lack of clarity. And possibly, a lack of decisions made.

As a global marketing department, you determine the boundaries for your brand:

• Mission; What is our reason for being?
• Vision; Where do we see things headed?
• Core values; What believes guide us in everything we do?

Within these global boundaries, local marketing departments should be allowed to develop their own marketing strategy:

• Objectives; What do we want to achieve locally by the end of X?
• Target group(s); Who are we setting in motion locally – in order to reach our objectives?
• Positioning; How do we want our local target group(s) to see us?

Of course, this local strategy can only be executed when the global marketing department signs off on it. But, when they do, global should leave local alone. Give them the trust and freedom to execute the strategy on their own.

So, no forcing hideous brand visuals. No endless re-reading of social media posts. No preventing subject matter experts to publish their professional opinion. No micro managing local marketing efforts.

Why not? Because marketing is a game best played (and won) on a local level. Most markets are local. And many of the required relationships are cultivated locally.

Hope this helps!

Thank you for reading MBD Boost #010, sent to marketers and business developers on May 21, 2024.