Building an efficient marketing machine: the fuel & the engine
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Marketing as Fuel & Engine
Think of marketing like a fuel-engine. The fuel is everything you say to your audience, like short online messages, blog posts, ads, or videos. The engine is the methods and tools you use to share the fuel, and track your growth. Combining fuel and engine makes your business grow fast!
- Fuel includes messages you say out loud, in writing, or visually
- Engine includes channels, processes, tools, and metrics
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Balancing Fuel and Engine in Marketing
When starting a business, it is crucial to allocate resources properly between creating fuel and building a strong engine. Over-indexing on one at the expense of the other can hinder growth.
An unbalanced fuel-engine mix can hinder growth and make it difficult to identify the root cause. For example, solely focusing on creating fuel without seeing results may make it seem like the fuel type is the problem, when in fact the issue could be with the engine's ability to utilize the fuel effectively.
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The Right Fuel-Engine Combo Through GACC
Balance Fuel Projects and Engine Projects:
- Use GACC (Goals, Audience, Channel/Distribution, Creative) Brief at the Top of Everything You Create. This Ensures You Have a Solid Engine Plan for Each Piece of Fuel You Create.
- Create Mini-Funnels (Engines) for Every Major Piece of Content (Fuel) You Create.
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Hiring for fuel and engine
The right marketing team (see chart above) will have:
- fuel roles - in blue (Growth roles: paid, demand-gen, sales emails etc)
- engine roles - in yellow (Content Marketing, Brand, Creative)
- mixed roles - in green (Product Marketing, Community, PR, Events)
Some roles mostly create fuel, some roles mostly build the engine, and some do both. The mixed, “do both” roles are critical, as these roles make sure the fuel and engine come together to make the vehicle move.
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IDEAS CURATED BY
Life-long learner. Passionate about leadership, entrepreneurship, philosophy, Buddhism & SF. Founder @deepstash.
CURATOR'S NOTE
Useful Analogy for thinking about setting up the right marketing structure.
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