Your Business With James Caan 2017 - 217
OT I O N
PP RR O
Five key questions to ask
f you're looking to boost your
marketing performance through
an agency, freelancer or in-house
team, you need a sound screening
process behind your hiring decisions.
But with a raft of potential options at
your disposal - suppliers, freelancers,
part-timers - how do you assess
what's best for your business?
No matter the type of service you
choose, you need to believe in the
people you're entrusting with your
marketing - this is too important
to risk leaving to amateurs. You
need to be satisfied that they are
experienced in helping businesses like
yours, in your sector, at your growth
stage, with your budget. Read on to
discover the five killer questions you
should ask any potential marketers
to help you find stellar talent.
Where have you
done this before?
This is your chance to dive headlong into
your candidate's background, credentials and
experience. Focus on whether they know
what's important for a business at your growth
stage. Ask them to quote examples of previous
successes and outline the real cost of marketing.
You're looking for proof they can offer strategic
steer, roll up their sleeves and muck in.
mean to you?
For growing businesses, every pound of a
budget needs to be cherished. You need
confidence that your marketer knows
how to track, measure and report on
Marke2ing founders and marketing
directors, Sabine Popp and Linsay Duncan
success. This is their chance to demonstrate
they're a rainmaker, not a big spender.
What's the biggest
to a growing business?
Listen for an issue that resonates with you and
your growing pains. Any marketing professional
worth their salt will reflect the kinds of challenges
that are keeping you up at night. They should
be able to show you they know how to tackle
them, and give examples that draw on their
previous problem-solving experience.
A B OU T
Marke2ing is a hands-on marketing
consultancy, bringing corporate calibre
marketing to London businesses. We
transform marketing through flexible
marketing director support. Winner of
the Excellence Award for SME Marketing
at the UK Business Awards 2017 and
no.2 in the 2016 Fortuna 50.
How will you help
grow my business?
Your business needs may look very different in
six, 12 or 18 months' time than they do now. Test
whether the marketer is adaptable and capable
of delivering beyond the next financial year.
Find out how they'd approach your longer-term
marketing strategy, planning and execution.
If we're not cutting
through, how will you
turn things around?
Time to turn to the dark side. Pick a challenging
situation to bring out your potential marketer's
true colours and see if they approach failure
with remedies that give you an idea of
their worth. Hypothetical questions aren't
always helpful, so keep it focused on your
businesses and your real-world issues.
F O R M O R E I N F O R M AT I O N
If marketing is on your mind and
you're seeking professional advice,
get in touch. We'd love to talk
marketing with you.
Tel: 020 3137 3343