Officially at Readify the Marketing Manager role reports to the Chief Technology Officer. It is a curious perversion of an organisational structure that you won’t find in many companies but it kind of makes sense since the CTO role at Readify has a dual focus around delivery of services internally, but also defining the overall technology strategy for the company that we go to the market with.
I’m not a natural marketer, it isn’t something that I studied before coming into the CTO role and for a good part of my career I tolerated interactions with “marketing people” and never would have dreamt that I would have some level of responsibility for the smooth running of a marketing department.
When I first started working with the marketing team I did what any geek would – I started creating systems and inventing processes not spending a lot of time to really understand what the organisation really expects from the department. Whilst I had collaborated with the marketing team in the CTO role I wasn’t initially responsible for the department but the last 12 months has seen me on a real learning curve.
Of course I’ve been doing lots of self study to get a better grip on the problem, actively participated in the process and learnt lots of lessons (made mistakes) and had some wins. More recently Readify has been starting a planning process which defines the vision for the company over the next three years. That is a pretty tough ask given the rate at which technology changes in this business but at that level its more about the structural supports you need to put into the business to support growth and cope with the pain that comes with it.
These recent events have given me cause to go back to some marketing fundamentals and ask some questions about the Readify brand. What is our brand position, what is our brand promise – things of that nature. Whilst I have a relatively good idea of what those things are for Readify (more work to do), it got me thinking about what my own personal brand is.
I’m assuming that my personal brand and its positioning in other peoples mind is a function of the things that I blog about, the topics that I present on in conferences and the direct interactions that I have with individuals. Another part of my personal brand is my brand name “notgartner”, and I am starting to wonder “what’s in a name?”.
Where is all this coming from? Well, I’m starting to wonder whether it is time to leave “notgartner” behind and start to take some specific steps to reposition myself (and name is important in that).
What do you think?