By Joe Pulizzi published September 10, 2007 Est Read Time: 1 min

Organizational Critical Success Factors a Must for Marketing

The marketing function in a business often develops and evolves in a silo. Sales messaging becomes the predominant communications to customers, and overall communications initiatives become tactical and short-term in nature. After a while, management begins to forget if they ever had a marketing strategy in the first place.

In order to market effectively, and focus on the ongoing communication needs of the customer, the entire marketing organization must be aware of the organization’s critical success factors (CSFs).

By defining these CSFs, the marketing team has much of the information it needs to create an effective long-term marketing strategy.

Below are a list of key questions that must be communicated within your management team. Best case scenario is if the answers to these questions come directly from the CEO.

  1. What are the organization’s top priority business goals, both short and long term?
  2. Critical Success Factors (CSFs) are the key elements that must go right for your organization to succeed. Which factors do you consider critical to accomplishing the goals of the business? Can you quantify any of these?
  3. What obstacles stand in the way of achieving the goals and CSFs you’ve noted above?
  4. What are the business implications if these obstacles are not overcome?
  5. What information is required for you to justify any solution that would assist you in meeting you goals and Critical Success Factors? (i.e., overcome your obstacles and avoid the implications?)
  6. In your opinion, how have your existing business systems changed the way you do business? For example, have they helped to improve productivity, increase revenues, or avoid costs?(adapted from IMC-The Next Generation by Don Schultz)

By completing and referencing the above, the business has the background it needs to understand the purpose behind traditional and content marketing initiatives, which leads to measurement.

Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

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