Marketing tasks like defining your ideal customer and launching campaigns only matter if they directly support your company's actual business goals. Use cascading objectives to break down company targets into specific metrics your team can measure against, so every initiative proves it moves the needle.
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Alignment in this case is pretty much ensuring that like whatever the marketing team was doing tied at the end of the day to like the business goals. I mean, like figuring out your ICP and just like other things like is good. And yeah, like you already know, like go-to-market campaigns is like part of the PMM role, but like what matters is, is it actually like, how does it contribute to like the business's goals, right? So just ensuring that there's some level of like alignment and I'm going to, I guess, pick from like I'm doing like my CIM and stuff that I've learned recently is what we call cascading objectives, right? So that's pretty much like how the alignment side comes into play. So it's like, there's like specific like objectives or goals that the company is trying to like hit. And as a marketer, it's like, what am I doing? How am I contributing to like these goals? Like what role am I playing? And what are the things that the team is doing to ensure that we're hitting like those goals, right? So maybe it would involve like some ICV work or it would involve maybe like figuring out like your buyer personas and like things like that, right? But all of those things at the end of the day should tie to like the business's goals.
