We’ve all seen it: the piece of marketing collateral created by a doer-seller on the fly. An old company logo. Complete disregard for brand colors or fonts. Pixelated images. Typos. CLIPART.
If your doer-sellers can’t easily find the marketing materials they need when they need them, they may go rogue and create their own pieces (the kind that haunt our marketing nightmares).
When this happens, it can affect your team’s efficiency, your firm’s brand, and ultimately your bottom line.
Here are three scary side effects of rogue marketing materials:
1. Lost Time (i.e., Lost $)
Based on this study, 36% of a typical work day is spent looking for and consolidating information. How much of this time could your firm get back if all of the information your team members need was neatly stored in one location?
This is obviously not limited to marketing materials; BUT if your firm lacks a system for organizing and accessing the materials that support your doer-sellers in the sales process, you may have some inefficiencies that are costing your firm time AND money.
2. Brand Inconsistency
Consistency and accuracy in your branded marketing collateral is an important factor in how clients and prospects perceive your firm. So if they receive a piece of collateral that doesn’t match the look and language they expect from your firm, it can damage your brand and reputation.
Inconsistency in the visual styles of your materials can make it difficult for your audience to see past the style elements and absorb your message.
Inconsistency in the voice of your materials could send mixed signals and make it difficult for a prospect to trust what you are saying.
3. Misalignment of Marketing and Sales Functions
When doer-sellers go rogue and create their own materials, it can create a disconnect between the roles of the marketing team and your doer sellers:
- Your doer-seller has spent valuable time on a task that should be done (or may have already been done!) by your marketing department. Marketers are generally more adept at writing and graphic design—doer-sellers don’t need to be spending their time in those areas.
- Marketing may have a bank of collateral that goes unused. If your doer-sellers don’t know where to look to see if a specific material already exists, the time your team invested in creating that collateral in the first place is time wasted.
- Marketing needs input from doer-sellers to ensure effective messaging of collateral, but if doer-sellers create their own pieces that Marketing never sees, then Marketing never gets the feedback they’re looking for to make the firm’s collateral more effective. As marketers, we need the insights our doer-sellers receive from clients and prospects on a daily basis.
What’s a Marketer to Do?
Rogue marketing materials are a real problem for many marketers, but one that can be easily mitigated by using a centralized tool to organize materials. By creating a consistent, centralized system that is easy to access and use, marketers can drastically reduce the clipart that finds its way onto rogue materials (and prospects’ desks).