High performers are high achievers. They know what they're striving for, and they go for it.

The problem is, too often marketers allow themselves to get caught in areas of "grey". They believe initiatives are too hard to measure, too ambiguous to track. They plod along campaign after campaign, project after project, measuring some things, and not others, wondering why the rest of the business doesn't view the unit as a high performing team. This results in:

• Lack of marketing investment for initiatives

• Lack of buy-in from executive

• Worst of all, no voice at the table

The simple introduction is measurable OKRs (Objectives & Key Results) for every team member.

Regardless of level, with every team member feeling accountable, there's ownership for the outcomes.

Linking individual outcomes to company goals provides a demonstration of how an individual is contributing to the company's success. It provides clarity for everyone in the team to ensure they're all rowing in the same direction. In Project Aristotle, Google found that Structure and Clarity is critical to effective teams. Research has shown that committing to goals not only improves employee performance, but also employee engagement.

Ensure your team members set their own OKRs

Get them to own their results from the outset.

If they set their own objectives, they'll own the outcome. Of course you'll need to work with them on ensuring it rolls up to the greater good, but you'll have already planted that seed and then you can work with them to ensure their quarterly plan aligns.

Watch the mindset shift.

You'll see a shift in your team as they work towards their goals they've put down on paper. There'll be an energy shift as everything they do will suddenly require more metrics, and more accountability.

As they all work in tandem in this new way, you'll start to see a lift in your marketing team to a true commercial business unit.

One with a seat at that table