"What do marketers who focus on strategy do all day?"
Strategy work looks invisible from the outside. Here's a manifesto on the roles we play, from researcher and allocator to listener and rebel.
Kevin C. Whelan
“What do marketers who focus on strategy do all day?”
-Reddit User
Truth is, we do a lot. So, in classic strategist style, I wrote up a little manifesto to help explain WHO we are to help shed light on some of WHAT we do.
This manifesto lives here and will likely be revisited over time. But for now, here’s what I wrote.
As strategists, we are:
LearnersWe are voracious learners in our field, always seeking to improve our strategic and technical expertise. We can’t succeed without this habit.
ResearchersWe spend time researching the best ways to do things, finding customer insights, and building strategies around what we discover.
VisionariesOur job is to create multi-faceted yet cohesive visions that get business results. We’re always dreaming and sharing our visions.
AllocatorsOur job is largely about allocating resources (people, time, money) to the areas most likely to produce the greatest return on investment.
PlannersMeaningful outcomes require thoughtful planning. We lay out the steps needed, in a priority sequence, to ensure successful outcomes.
TinkerersWe don’t just live in the clouds. We spend our free time playing in the dirt, getting our hands dirty, experimenting, and finding joy in the technical parts of our craft.
OutlinersA good outline is half the thinking. We uncover what ingredients are needed for a project to succeed and create briefs and outlines to inform the process.
LeadersPeople depend on our ideas to get real business results. And our ideas depend on people to get implemented. We create alignment and guide projects to success.
ListenersThe truth often lies between the words that are spoken. We listen closely, ask questions, and repeat our understanding to ensure we’re hearing what’s important.
CollaboratorsMost things need to be figured out together. When the creative vision meets the realities of implementation, we collaborate to help iron out the details.
EducatorsOur job is to help people see what we see. We spend time sharing our knowledge to make sure everyone is aligned and on board with our vision.
ThinkersWe are thinkers. Always imagining new ideas and ways to implement them within the inherent constraints of all projects.
AnalystsWe seek and analyze data—qualitative and quantitative—and interpret meaning behind seemingly disparate pieces of information.
We strive to read the invisible forces impacting success.
IntuitionistsOur intuition often knows a lot more than our conscious mind. We pay attention to our gut instincts and how we feel. We combine logic with feeling to create some of our best work.
CommunicatorsOur work requires us to communicate clearly and effectively with all stakeholders. We aim to think clearly so we can communicate clearly.
PeersWe operate neither below nor above anyone else. We are peers with the CEO and the front-line workers. We have a job to do like everyone else—and play only one small part in the success of our work.
RebelsBy nature, we are unconventional. We do things our own way. Always have. But that’s also what makes us good at what we do, so we embrace our rebellious tendencies.
ProfessionalsWe behave professionally and ethically. We deliver on promises. We manage expectations. We tell the truth. We are courteous yet direct. We act in the best interest of our clients.
BeginnersEvery situation is unique. What worked yesterday may not work today. We treat every situation with a beginner’s mindset and avoid blindness and dogmatic thinking.
I’m curious, what resonated with you the most? Reply and let me know.
—kw