As Marketers, we often focus on strategies to increase sales, leads or visibility. We look for effective ways to reach prospective customers and align our solution with their needs. While this is the bulk of our work, I’d argue that marketing your marketing internally is most important.

That’s right.

The. Most. Important.

It’s essential for organizational success and your career growth. Here’s why:

1. Visibility creates value. Internal stakeholders can undervalue marketing’s impact. It’s just a blog post, or an ad. And it is unless you show how it plays into the larger strategy or the results of that strategy.
2. Cross-funtional alignment. I like to think of Sales and Marketing like siblings. There might be some internal competition and maybe they irritate each other, but when forces align, they can be pretty powerful. When other departments know how your marketing contributes to the achievement of their goals, you’ll have support that helps achieve the highest business outcomes.
3. Resource allocation. When you’ve created value through visibility and show how your marketing efforts align with better business outcomes, it’s much easier to make a business case for increased budgets and resources.
4. Organizational influence. You’ve shown that you know your stuff. You’ve shown strategically why you do something or don’t do something (I’m looking at you TikTok videos). Through this you’ve created value as a strategic thinker that adds impact and innovation that others in your organization seek to include in their efforts.
5. Innovation catalyst. Different perspectives are vital in cultivating the best solutions. When other stakeholders have visibility into your marketing strategies, their perspectives can spark innovative ideas and collaborations that strenthen your marketing impact.

By treating your internal stakeholders as a critical audience and marketing your marketing efforts to them, you create a virtuous cycle of recognition, resource allocation, and results that benefit both your team and the entire organization.