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MarCom Matters

October 2014
Issue: #60

The Team Advantage

You may have heard by now that the U.S. lost another Ryder Cup golf tournament this past weekend.

It was the third defeat in a row for the Americans. In fact, the eighth in the last 10 outings.

Now much has already been written and said about whom and what were to blame for this latest trouncing at the hands of Europe’s finest.

Personally I fault the Scots for inventing that Siren of a Game in the first place. What other sport can take you from pure joy to utter anguish and back again in a matter of moments?

Anyway, there is one question that has prompted me to stop and think each time this biennial contest comes around.

Is golf really a team sport? (Okay, that and, “Where’s the TV clicker?”)

I mean each of the 28 matches that comprise the Cup’s format are played by at most two golfers per side, including the singles competitions played on the final day.

So does it matter if you take 12 world-class, pro golfers who make their living playing an individual sport and try to organize and motivate them as if they were a football, basketball or soccer team?

I believe the answer is yes.

And I also believe that within the answer lies an important lesson for marketing communicators.

Here’s why.

When you consider the gigantic number of communication channels out there (both digital and print), it’s easy to become mesmerized by their individual capabilities and power.

There are even experts for email, websites, newsletters, social media, marketing automation, video, white papers, blogs, case studies, SEO, PPC and direct mail who tout their siloed “strategies” as capable of making all your marketing dreams come true.

But thinking of marketing communications as a loose collection of individual players can cause you to come up short of your primary goal. The same as it does with Ryder Cup players.

So here are some reasons why a team approach to communications channel management just might lead to better outcomes…

If you’re feeling befuddled by the number of available marketing communication channels out there, then step back and consider a team approach.

You don’t have to use all of them; just the select the few that matter and get them working together to help you win.

Knowing the business goal you need to achieve and continually communicating that message to your marketing folks and managers will help prepare them for the choices you make.

It’s an approach that just might fit you to a tee.