How to Be Your Organization’s Marketing Leader

The best marketers chose their career because they love the craft: the challenge, the creative opportunities, and the art and science behind it all. Many of them are committed to marketing and are not interested in advancing to a role outside of that department. So, how can these individuals find professional growth within their field?

In the builder world, marketing leaders aren’t necessarily department heads or managers — they contribute to the improvement of the organization in all aspects and become indispensable parts of the team. Here are some qualities that define marketing leadership.

Marketing leaders are business leaders

Marketing leaders understand and appreciate the details of their company’s business metrics. They channel their expertise to anticipate needs and solve business problems, not just marketing problems.

Embracing the wider scope of responsibility is an indisputable requirement of leadership; those who don’t understand that aren’t often invited to the leadership table. Financial metrics, accounting and the logistics of building homes may not come naturally to a marketer, but no one ever said leadership was easy.

Managers react to the directions they’re given. Marketing leaders set the direction, which you can’t do without understanding the other parts of the business.

Marketing leaders earn the respect of the other department leaders

This is the most common challenge for marketers. Certainly, some organizations value other departments over marketing, but true leaders persevere.

Marketing leaders take a genuine interest in the operations of other departments, appreciate those disciplines and assist their peers. Those efforts may not be reciprocated, but that’s not important to a leader. Marketing leaders present and implement solutions that consider the company as a whole. It’s not about making others like you — it’s about acknowledging marketing’s impact on all departments.

Managers get the job done but isolate themselves and their departments. Marketing leaders recognize that a successful organization requires collaboration and diverse personalities.

Marketing leaders are stewards of the brand

When a leadership team is faced with a tight deadline or a lofty goal, the conversation can sometimes move into corner-cutting territory. As the steward of the company brand, the marketing leader is uniquely positioned to communicate that short-term gains rarely outweigh the long-term impact of a compromised brand.

Marketing leaders respectfully articulate where exactly a decision misaligns with the company’s brand. With their knowledge of the organizational goals and the respect of the other departments, marketing leaders ask questions and suggest on-brand alternatives. They don’t always get their way, but they make sure their peers acknowledge the value of the brand and protect it by making an informed decision.

Managers see off-brand decisions happen but choose not to act. Marketing leaders see an off-brand decision and put on the brakes.

The role of “marketing leader” is not simply put on a business card. It’s earned by applying your marketing brain and emotional intelligence to solve big problems that benefit the entire organization.

Dennis O’Neil has spent the last 17 years selling and marketing new homes. He is president of ONeil Interactive, a Zillow Advantage Partner and full-service marketing agency for home builders best known for their innovative digital products and website design. Follow Dennis on Twitter.

Note: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinion or position of Zillow.