October 15, 2024

As a financial marketer, setting boundaries with other departments and prioritizing your institution's high-level goals and values is essential. We work in a complex and fast-paced environment, and it can be easy to get caught up in the day-to-day work of each department's requests. Too often, we become the catch-all for every request that comes to mind. As marketers, we tend to aim to please; but burn out our energy and budgets if we say yes to everything. We must set ourselves up for success and wear our skill sets proudly. We may order giveaways, but we also keep guard over your brand, drive valuable leads to your teams, and generate awareness and interest in products and services - sometimes before we've even finished our coffee.  

Set Effective Boundaries 

Encourage open and honest communication and ensure that everyone understands the goals and values of your institution. Every decision holds significance and could substantially impact marketing efforts for the entire organization. Regularly update department leaders on work done on behalf of their respective departments and how those efforts align with strategic plans for the year. If departmental requests don’t fit into the marketing budget or align with your goals, it’s okay to say no, but explain why and review the efforts being made and their effect. By doing this, everyone can work together to achieve the same goals and avoid any conflicts that may arise. 

 

Prioritize the High-Level Goals and Values  

These should be the driving force behind every marketing decision regardless of department. One way to prioritize the institution's goals is to create a simple outline where all your marketing efforts fall under at least one of those goals. If a requested ad, sponsorship, or event can't rationally support a goal, it is likely not worth the time and budget investments. It's sometimes easier to explain this way than just flat-out saying no.  

 

It's an Ongoing Process 

Promoting synergy requires constant communication and collaboration between departments. Financial marketers should regularly review and update their approach to ensure it is still relevant and effective. Measure results and share that information with your teams regularly. Ask for data from other departments and show them the correlation between your efforts and their numbers.  
 

In Closing... 

As financial marketers, it's important to set high-level goals and values, establish boundaries with other departments, and avoid saying yes to every request. We can maintain alignment and achieve our company's goals through effective communication, transparency, and prioritizing high-level strategy.

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