Bridging Sales, Marketing and More
Permission Marketing is an end-to-end process that requires two success factors. First, it must rely on the participation and buy-in from all business functions within the organization. Second, the marketer must develop and reinforce a long-term strategic plan.
It is extremely important for all departments, especially sales, to trust and follow the marketing system. Since a sales department’s compensation is usually tied to monthly and quarterly results, by nature they tend to favor short-term marketing schemes, such as Direct Marketing. The same incentive structure also encourages business development managers to buy, merge, or rent contact lists as well as engage in co-branding partnerships with out considering the effects of these actions on their customers.
While membership growth and partnerships are also important to Permission Marketers, actual implementation takes a different tone, wherein the customer’s privacy and trust are considered. These concerns often escape those who are not actively involved with or are not aware of the company’s Permission Marketing strategy – people ranging from internal managers to external partners. As a result, the swapping of databases, high communication frequencies and other short-term marketing tactics are favored, causing the company, its advertisers and its customers to suffer in the long-run.
In order to prevent this, it is crucial for marketers to both reinforce and educate others of their overall Permission Marketing strategy. The organization must view Permission Marketing as an end-to-end process that occurs at every customer touch point.