I came across this excellent interview with Seth Godin, an Ideas Man from the equally engaging Dumbo Feather magazine. There are too many quotes to pull out individually so I find myself deep in thought about one of Seth’s most popular texts, Permission Marketing. For those of you unfamiliar with the crux of his book, he proclaims that “Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” Essentially you need people to opt-in to your messaging and engage with them in an authentic conversation. Having a one-way broadcast approach is no way to build a truly self-sustaining following by itself. This has influenced much of my own thinking as I work with various stakeholders across a 40,000+ company.
As marketers, we often think about permission marketing facing outwards and impacting our audience. Do we ever stop and think about internal permission marketing? I define internal permission marketing as earning the trust of your own team and stakeholders to become partners of their perspective. The world of marketing is ever-expanding and touching all parts of the business. You need the permission of your team to build on a foundation of success.
What have you done lately to earn it?
This post originally was written for Growler Analytics, another project of Samuel Itin