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6 Ways Marketing Drives Internal Communications

Tyler Holliday, Ytel |  

In the traditional company process, communications function as a strictly top down phenomenon. The executive suite, no matter their background, give both direction and detail, and everyone else is simply there to ensure that all orders are complete. This can no longer be the way of business in the modern era. Out of necessity, marketing has taken an outsized role in internal communications. Here are 6 ways that marketing teams are driving internal communications for the better.

In the traditional company process, communications function as a strictly top down phenomenon. The executive suite, no matter their background, give both direction and detail, and everyone else is simply there to ensure that all orders are complete. This can no longer be the way of business in the modern era. Out of necessity, marketing has taken an outsized role in internal communications.

Expanding the Spacing

Marketing is the perfect department to handle internal communications because of its unique ability to move into new communications platforms quickly. In the modern business, "internal" does not always equate to "in the same building." Learning cloud technology and remote communications is easiest when left to a single department, usually being marketing.

Planning

In many cases, the genesis of company-wide strategies begins in the marketing department. Marketing is the start of the sales funnel to the end client, and they are usually the liaison between the company and the target consumer. As such, they are best equipped to direct plans across departments.

Standardizing Measurement

Finance and IT are worlds apart when it comes to department lingo and metrics used to analyze results. The middleman has traditionally been the marketing department; however, in the traditional model, marketing usually receives its limitations and directives from finance and IT and has to make do. Marketing is driving internal communications by standardizing the language used to create metrics, and as such, is expanding instead of contracting possibilities.

A Driving Force

When done right, marketing is the soul of a company. They control the visuals and the vision of the entire landscape. Placing central communications within the marketing department is a smart way to give the entire company a spirit that inspires, rather than being led strictly by numbers or regulators. When the vision comes first, other departments tend to try to find solutions rather than let limitations stop them. Morale around the company goes up, and people in all departments are generally more effective and efficient - they know they are working for something bigger than themselves, not just pushing paper to stay in compliance.

Blogging

The marketing team is usually the department in charge of blogging. Customer facing blog posts serve one purpose, but an intranet blog can be just as effective for communicating perspective, holding forums and polls, and initiating other internal communications techniques. Believe it or not, a well thought out, objective blog can be the best way to air out company-wide grievances. Read more about why your company should blog here.

Consistency

CRM is a company-facing discipline as well as a consumer and partner facing discipline. If a company is big enough, new hires, position shifts and other news may not spread as quickly as one may think. There is nothing worse than a company walking around unaware of who is operating the controls. There have been more instances than you may think of someone in one department being corrected by a customer about who does what in another department. Marketing at the helm of a consistent intradeparmental CRM can do wonders for external compnay relations.

With marketing at the forefront of internal communications, many companies are finding new life, spirit and organizational opportunities. If your intracompany bullhorn does not have a set home, consider putting it in the marketing department - they have all the tools necessary to maximize its possibilities.New Call-to-action

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About The Author

Tyler Holliday, Ytel

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Tyler is fueled by the power of imagination and has a passion for connecting businesses to their customers and prospects through authentic marketing. Some advice he gives to other marketers is keep things simple, and always follow the golden rule… Measure what you market.


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