There’s one aspect of marketing we have found over the years that continues to amaze us.

Companies often spend hundreds of thousands or even millions of dollars making a marketing promise to the marketplace. Yet, they fail to recognize that they need to tell their people what role they play in delivering on that promise. What is equally confounding is that they can do so at a fraction of cost.

When thinking through your next marketing campaign, consider this: Do your employees know what is being told to the customer? Do they know why? Do they understand their role in keeping that commitment? Do they understand their importance to the organization?

Then, once you’ve worked your way through that, how are you going to recognize and reward internal performance from rank and file employees who do an outstanding job in supporting your marketing effort.

And what role do you expect your suppliers and business partners to play? Can they make the deciding difference in your results? How will you recognize and reward them?

Remember: effective marketing is not merely outwardly focused. It is focused 360 degrees. Think about it.

Then ask yourself: How much effort is my marketing plan spent “talking to myself”?