Decision making in marketing: what to consider to make the right choices?

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Have you ever stopped to think about how our choices reflect on our lives?

Key takeaways from this article:
Marketing decision-making is present at all hierarchical levels of a company, and therefore encompasses everything from routine actions to more complex marketing strategies .
In addition to impacting sales and the company's credibility, marketing decision-making can also affect team performance .
Teamwork and collaboration characterize one of the ways of making decisions, which considers the perspectives of different team members to make choices .
Monitoring indicators is essential to assess whether the decisions made are having an effect. Learn about the main sales and marketing KPIs in: Sales and Marketing Indicators: KPIs you should use
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These choices can range from the simplest, such as what clothes we are going to wear to work today, to the most complex, such as whether or not to move to another state.

Every decision we make impacts our future. They can be decisive.

If this happens to us, it would be no different with organizations.

Should we make an investment or not? Should we hire this candidate or that other? Should we change our price or not?

Any wrong decision can lead a company to failure, and there is no business that is vulnerable to this.

Marketing decision-making, therefore, must be done with a lot of strategy. This is a department responsible for the company's reputation and revenue. Therefore, it is very dangerous not to deal with this process within marketing seriously.

In today's market, a wrong decision can be fatal . In fact, not only because of the competition itself, but also because of customers, who are increasingly demanding and rigorous.

That said, we ask: how is marketing decision-making done in your company? Has it been done in the safest way possible?

To clarify this, stay with us and read this article.

In this content, we will explain:

what is decision making in marketing;
why decision making is so important;
how to make decisions strategically.
Happy reading!

What is decision making?
Marketing decision making is the process where managers and leaders discuss the choices list of turkey cell phone numbers they have that affect the marketing department and the organization as a whole.

This decision-making in marketing involves everything from simpler, more routine choices, such as what content to publish on the company's blog, to more complex ones, such as the dissemination of a new pricing strategy for the organization's products and services.

In other words, decision-making is present at all organizational levels, including:

operational;
tactical;
strategic.
Understand the aspects of each organizational level:


Source: Melo & Associates

Within decision-making, we can find different behaviors, which are also important to find the best way to make the correct decisions.

In this sense, there are five types of decision-making:

Intuitive decision making
Intuitive decision-making is based on a feeling that a certain solution seems to be the most favorable.

As you can imagine, marketing decision-making based on a manager's intuition can be crucial, after all, what is at stake is subjective, just a guess, and not something truly grounded and concrete.

Rational decision making
This type of decision-making uses logic to “make a decision” . Decision-makers who make rational choices tend to evaluate different alternatives, explore scenarios, compare solutions and conduct research to guide their decisions.

Values-based decision making
Neither research nor guesswork are taken into account when making decisions based on values. Here, the right alternative is the one that reinforces the organization's identity and positioning .

Collaborative decision making
Collaboration is essential for assertive decision-making, as multiple perspectives help to expand possibilities and assessments regarding the choices the company must make.

Collaborative decision-making is widely used in debates about internal processes and tools that impact team productivity .

However, it is up to the manager to make the final decision, considering what was discussed in the group.

Expert-based decision making
When a choice must be made in a very atypical context and involves knowledge that none of the employees have mastered, it is necessary to call in a specialist.

Specialized consultancies are a common example of decision-making influenced by experts on the subject.

Which of the types we mentioned do you believe is the most appropriate decision-making in marketing?

There is a way to make decisions safely and strategically, and it encompasses some of the alternatives we mentioned. We will talk about this later, so keep reading the article!

Why is decision making in marketing so important?
Marketing decision-making affects the future of your company, and that is no exaggeration. The choices made within this department impact the image of your business, its performance, its sales and its credibility.

Furthermore, decision-making in marketing maintains the team's good performance, avoiding errors and rework, and protects the organization from financial losses.

To illustrate, imagine that the productivity of your marketing analysts is low and one solution would be to implement a marketing automation tool .

A tool like this can:

increase the personalization of contact with customers;
improves campaign control and management;
generates concise reports.
Do you see how this marketing decision-making impacts the team, customers and the attraction of new sales opportunities?

An article on the Mundo do Marketing website highlights 8 marketing actions that were not successful, and many of them involve really unfortunate decisions, which even led to boycotts of companies. It is for these reasons that decision-making in marketing must be taken so seriously!

How to make good strategic decisions in marketing?
You already understand the importance of decision-making in marketing. Discover five practical tips that you should consider to make your choices without putting your business at risk.

1. Be clear about the problem that needs to be solved
Identify the problem that needs to be solved and dedicate yourself to solving only that problem.

Be careful not to get distracted by other issues and try to solve all problems with a single solution.

Discernment is essential for this first tip.

Having clarity about what needs to be solved will help you map out the alternatives you have for that solution, and even structure a logical process to compare them.

2. Make decisions based on data
It is necessary to consider reliable data and information to make decisions. This is the safest way to act.

To give you an idea, a report published by Tableau points out that 8 out of 10 companies that make data-driven decisions say that this behavior has been a critical advantage since the beginning of the pandemic .

So, check your reports and monitor the main sales and marketing indicators. Measure them religiously. They, more than anything, will be able to guide you towards the actions that are really necessary for your company.

Take advantage and also read: Data-driven culture: how to abandon feeling and apply data-based management?

3. Map out all the alternatives
Let's go back to the example of implementing a marketing automation tool.

To decide which one you should implement, you need to explore all the options available on the market.

Just because you tested a tool and liked it, doesn't mean it's the best solution for your company. Analyze and compare all your alternatives !

4. Follow the decision
It will be difficult to be assertive in 100% of the decisions made. However, for a company to be able to take action more quickly and safely, it is necessary to monitor the progress of a choice.

This way, marketing managers can understand what is going right and wrong, so that they can improve their strategies even more and get closer to making accurate marketing decisions.