How do marketers balance the potential reward of creatively ambitious marketing, with the personal risk inherent in the decision to say ‘yes’ to that big idea?
The main message in Boston at the B2B marketing conference I attended this month was clear. We need to be more authentic, personal, emotive, brave. We must challenge the norms. We must stand out. We have to take an (educated) leap into the unknown. As the world drowns in more and more noise, there is no easy, safe route to impact and success.
But one speaker asked the audience if they worried that they wouldn’t get sign-off from above. Or worse, would be left holding the baby if things went wrong. From the response, it’s clear that this is indeed the universal experience and concern. Marketers don’t feel supported to do what they know is needed. Particularly in B2B perhaps (but I suggest it’s not limited to B2B) the sense of career risk around that creative leap is huge.
So, are we destined to continue with the bland, safe marketing work that is typical in B2B (hands up I am guilty of that, too) or should we do something as a profession to fix this inherent dichotomy:
That we are asked to be brave to do good work, but not protected when taking the associated and inevitable risk, in fact, our practical day-to-day incentive is to play safe.
How do we all address this?
It’s one of Sensecheck’s core concepts. That if you are facing a brave decision it’s far easier to do with the support of a peer group of experienced voices to back you up. To reassure you that you are not taking a crazy risk and your thinking is broadly OK. Backup that may also help you support your case internally too.
Roger Jackson – founder and CEO of SenseCheck
