The number one key to effective marketing is a weekly meeting

Executive overview

Most businesses blur marketing and sales into one conversation. Separating them is the single structural change that unlocks more effective marketing.

Regis McKenna — the advisor behind Apple's early growth — gave Steve Jobs one instruction: hold a dedicated weekly marketing meeting. For Jobs, it became a three-hour Wednesday session he chaired personally.

A dedicated weekly marketing meeting, separate from sales, is the foundation all other marketing effectiveness is built on.

What to do in the meeting

• Block one hour per week, fixed time, separate from any sales meeting
• Focus on two things: the updated four E's of marketing (evolved from the four P's)
• Build and continuously refresh a list of key influencers to engage
• Use the list actively — reach out that week, not eventually