An aggressive approach to marketing may not be right for your company. After all, some businesses are uncomfortable with risk, while others thrive on it. What’s important, however, is that you know what type of company yours is in regards to marketing risk and return.

There are four basic categories into which your marketing department could fall:

1. Support: your marketing department has little tolerance for risk and exists solely to populate the sales pipeline at as low a cost as possible. Outsized returns and high rates of growth are not expected.
2. Growth engine: some risk is acceptable, and your department is responsible for driving growth to at least the industry average. But, consistent returns are most important, leaving little room to try new things.
3. Business driver: your department is expected to have its finger on the pulse of the industry. You have room to experiment with new forms of client and prospect engagement – and are expected to use it.
4. Venture-style: it’s the total return that matters, and a few hiccups along the way are expected … as long as the net outcome meets your company’s very high growth targets.

Pick the category into which you believe your company falls … then take a closer look. Think about the conversations you’ve had with your management team, the objectives your sales department has to reach and the budget you’re given. It’s not unusual for an IT marketing department to execute conservatively relative to company expectations without realizing the disparity. If this is the case in your marketing department, it may be time to rethink how you’ve been going to market.

Previous articles in this series:

Introduction >>

Are you trying hard enough? >>

Which ROI is important? >>

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