Ask your marketing team these 12 questions

To prevent overlap and increase positive collaboration, ask about their primary objectives, how they track results and what their success metrics are.

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The way marketing overlaps with and complements PR and other communication efforts has changed as well, which calls for increased clarity and collaboration from all sides. It’s crucial to understand what your marketing team is working on and what they’re trying to achieve. That’s the only way to prevent duplicated effort, monitor their success and stay in sync.

Here are 12 questions to ask your marketing team members to get a better sense of their goals, performance and organization.

1. What are your objectives?

Marketing departments should have a documented plan that outlines its short- and long-term goals. Do they want to retain customers, improve brand visibility, convert visitors on the website or gain a larger audience?

Understanding the end game will help determine the best techniques, tools and technologies that will help everyone meet these objectives.

2. What is your brand strategy?

The company brand is more than the logo, slogan or name—it’s the experience people have with the organization, product or service.

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