“Business has only two basic functions: innovation and marketing.” —Peter Drucker

Times have changed. So has marketing.

So much so that companies are having to redefine who they are in order to stay relevant. Attracting their ideal customer is nothing like it used to be. And marketing has been turned upside down as much or more than any industry. It takes a marketing mindset across the board to make it work. Marketing is officially a team sport.

In the good old days, marketing utilized a push approach. You hire a team of “experts” to create a centralized strategy and get the message out there in front of people as often and frequently as possible. Interrupt their lives with your message and convince them to buy, buy, buy.

Today, successful companies do the opposite. The internet and onset of social media has placed your brand in the hands of more than your marketing team. Every interaction, every touch point, every social media post, blog, review, testimonial, phone call, email or smoke signal is your brand touching your client (or prospective client). All consumers are professionals; they’ve been consuming all their lives. And old marketing tactics are a huge turn-off.

Consumers today want to be attracted to your company.

And one little blip can upset the applecart. It now takes a village to raise a client. If you are not embracing this new model, you’re being left behind as we speak. Your entire staff should have “marketing” at the top of their job description because whether you like it or not, today’s business climate requires an “all hands on deck” approach. Here are some of the benefits companies experience:

1. You can exponentially increase the amount and quality of your content.

Content is king but quality content is your ace. The old marketing business model placed the responsibility into the hands of a select few. This limits the amount of available brain power. Great ideas can and should come from anywhere, not just someone with an MBA in marketing. With a handful at the helm, it’s easy for messaging to get stagnant. Plus, with so much in the hands of a few, there’s a greater loss and ramp up period when one of your key people burn out and leave.

2. Employees feel a deeper sense of connection to the company and your mission.

If I were to ask each of your staff what the company’s purpose is, would they know? Would the answers be consistent? How about your goals? How many of them understand your brand and marketing strategy? I see far too many companies who do not share important information across the board. There’s power when everyone aligns behind one single mission. Employees who embrace and promote that mission feel a stronger sense of belonging and purpose, an ownership mentality rather than showing up each day for a paycheck.

3. You will tap into a variety of expertise, not just that of your marketing team.

Every employee at your company was hired for a reason. She has experience, stories and expertise unique to her. You’re doing her and the company a disservice to NOT allow her a platform on which to share. What better way to show her how important she is to the team than by asking her for her expert opinion? And as she does, she learns and grows herself. It’s a win-win because by teaching, she reinforces it in herself. The best way to learn something is to teach it.

You may have heard the phrase, “everyone’s in sales.” Welcome to the era where everyone’s now in marketing. Embrace the idea or be left behind as your competitors do.