Most business leaders know successful marketers when they meet them. These marketers are focused on the same things they are. Building enterprise and customer or client value.

Marketers must mobilize all the people inside and outside the organization. They are focused on return. Do less, more consistently and effectively.

Therefore, hate to tell you, just because your bestie is on Instagram, doesn’t mean she is a marketer. Newsflash. Sorry to disappoint.

Moreover, our team is filled with seasoned marketers. We have fabulous, cream of the crop interns. They keep up with multiple clients, projects, deadlines, industries and trends. These folks are skilled enough to have conversations with CEOs. Front Porch Marketing is not a teaching hospital. For instance, we are triage surgeons on most days.

Technology and consumer attitudes have and will continue to change drastically. Marketing professionals must stay flexible. Know a bit of everything that is going on in the company. Some days are filled with customer service and distribution. Meanwhile, other are sales management and internal communication.

However, despite the varying roles, these qualities are at these professionals’ core. Super powers they have in common.

The Super Powers of Successful Marketers

1. Adaptable. In other words, with all technology changing at light speed, know how to evolve with it.
2. Analytical. Marketing is data driven. Some don’t know what to do with all the data being generated. Therefore, if you can sort through it, and find the relevant. You will be indispensable part of any organization.
3. Collaboration. Must be an extraordinary team player. Seek input. Solve issues. Foster cooperation. Similarly, often the CMO is the company’s glue. The entire team rallies around the company’s vision because of this person. Illustrate how collaboration creates more value.
4. Excellent communicators. Words have power. The right words break down barriers and rally the troops. Inside and outside the organization.
5. Creative. Marketers value innovation. Take risks to facilitate it. They vigorously seek solutions. Explore new approaches. In conclusion, continuously.
6. Inquisitive. The best marketers are a cross between a detective and a scientist. Therefore, they ask the questions.
7. Strategic. Start with why. Strategy is the key to successful businesses. Obsessed is a strategic thinker. Constant eye on the market. Diligently studying consumer behavior. In addition, watch the competitors’ every move.

In conclusion, marketing is a marathon not a sprint. Have the right people on your team. Boulders move up the hill with smart people pushing them. Above all, right now, everyone could use a few less boulders. Therefore, pick the marketers that demonstrate super powers.

On the Porch, we are often asked about the differences between Mission statements and Vision statements. Having clearly defined Mission and Vision statements as part of your strategic plan can help your company perform better than your competitors in the short and long term as the two serve very different, yet important purposes.

Mission Statements vs. Vision Statements

Mission statements define the present purpose of a company by addressing the following three things about your company:

• WHAT your company does
• WHO your company benefits
• HOW your company does it (differentiate yourself from your competitors)

Vision statements define the future purpose for the company by addressing the following two things about the vision for your company’s future:

• WHY your company exists – Identify your purpose.
• WHAT your company wants to achieve over time – Identify your goals.

Successful Mission Statement: The Short Term

One word can be used to describe successful Mission statements – short.

• They should be short and to the point, using only a sentence or two. Clear, succinct mission statements make it easy for employees to understand and articulate your company’s Mission, allowing them to know how they contribute to accomplishing it.
• They should be short term, addressing a shorter timeframe (one to four years). This allows for refining your Mission statement as needed due to economic or product changes.

Perfect Vision Statements: Focus on the Future

Carefully crafted, successful Vision statements are forward looking, and should:

• Be inspirational and aspirational, succinctly addressing the vision for your company’s future.
• Be farsighted, focusing on a longer timeframe (upwards of five to ten years).
• Serve as a challenge to your employees, helping them visualize how their daily tasks help your company’s quest to meet long term goals. This will help develop buy-in and support throughout the organization, even if/as leadership changes.
• Serve as a litmus test for marketing to keep your company’s communications on message.

So, which should come first? Begin with the end in mind. Take a look at your company’s present state (Mission) and ask yourself whether you are working towards your future purpose (Vision). If not, consider creating a Vision statement to set a new course for your company and your people.