A.I. Is A Double Edged-Sword

From the Desk of Drew Dinkelacker

CMO: Two Decades of Fractional Chief Marketing Officer Service  
Author: You Can't Lead What You Don't Understand
Host: The Marketing Accelerator Podcast

A.I. Is No Silver Bullet

In today's business landscape, AI is often hailed as a silver bullet, promising unmatched efficiency and insight into every facet of operations, especially marketing. However, for business owners of companies with $5M to $250M in annual revenue, diving headlong into AI without a clear understanding of your marketing engine is more of a hazard than a help. The allure of A.I. in marketing is undeniable, but it can also lead to an overwhelming maze of data and options, pushing you deeper into a rabbit hole of wasted efforts and misaligned strategies.

You Can't Lead What You Don't Understand

In my book, You Can't Lead What You Don't Understand, I identify the 7 questions you must answer to stop wasting marketing money on fads, trends and shiny objects.  A.I. is the shiniest object to business since the invention of electricity.  The 7 questions reflect a powerfully simple marketing framework designed for business leaders to truly understand their marketing engine.  I call it The Marketing Flywheel.  Every business has one.  Understanding your Marketing Flywheel is critical to leveraging A.I. 

The A.I. Auto-Pilot Will Crash Your Plane

The key to harnessing the power of AI in marketing is not to get swept up in the frenzy but to anchor your strategies in a solid, understandable framework called the Marketing Flywheel. This framework acts as a guide, helping you discern which elements and data points of your marketing engine are truly beneficial for your business objectives.   Without such a structure, the AI Auto-Pilot will quickly crash your plane into a vortex of options and tools that, while impressive, do nothing to propel your business towards its core goals. The Marketing Flywheel, with its clear focus on Goal, Brand, Tribe, Deliverables, Strategy, Message and Connections provides the necessary clarity and direction, ensuring that AI serves your strategy, not the other way around. nderstanding your Marketing Flywheel isn't just helpful; it's imperative to prevent AI from becoming another distraction in an already complex marketing landscape.

The 7 Questions You Must Ask Yourself

As the business leader, can you provide knowledgeable answers to these basic questions about your Marketing Flywheel? 

1. The GOAL Question

What marketing objective do you need to reach in order to achieve your business goals?  
As the leader of your organization, it is your responsibility to ensure that your business goals are supported by clear marketing objectives, not revenue goals.

2. The BRAND Question

Can you describe your brand in one sentence?
As the leader of your organization, you should have a solid grasp on what your brand is and what it is not. Try to describe it in as few words or phrases as possible. 

3. The TRIBE Question

When was the last time you asked your customers WHY they buy from you? 
Inquisitive surveys or individual customer interviews can be very revealing as to the buying motivations of the purchaser. You must understand your best customer, that's your tribe.

4. The DELIVERABLES Question

What are your competitive points of difference and are they valued by the prospect? 
Many leaders fail to realize that what they consider to be a point of difference actually delivers no value to the prospect.

5. The STRATEGY Question

Do you operate from a marketing strategy that puts you at an advantage over the competition or are you simply executing advertising tactics? 
Ask your marketing leader if you have strategies for lead generation, prospect conversion and customer re-engagement?  Advertising aligns TO a strategy but is NOT a strategy.  

6. The MESSAGE Question

What is your company’s succinct and compelling message to the prospect? 
This message should roll off of the tongue of your leadership and management teams.  Don’t expect others to know it if you don’t.

7. The CONNECTIONS Question

Do your tactics reach your tribe where they’re most likely to search or congregate? 
Another variation on this question: Does your sales team actually use the materials and tactics that the marketing team creates?

HOW DID YOU DO?
Did you provide knowledgeable answers to these basic questions about your Marketing Flywheel? 

• If YES, then your Marketing Flywheel is ready to leverage AI. 
• If your answers were shaky to any of these questions, then you are primed to be sucked into the AI vortex.  

Marketing Flywheel Diagnostic 
$1K Value - Complimentary To You Today

Discover how a single, focused diagnostic session can revolutionize your marketing engine:

• Assess Performance: Quickly understand how your Marketing Flywheel is currently performing. 
• Identify Weaknesses: Spot critical areas that need immediate attention.
• Actionable Plan: Leave with clarity on where to work first and what to do next.
• AI Integration: Learn how AI can be leveraged to maximize your Marketing Flywheel.

Every business has a Marketing Flywheel.  You can't lead what you don't understand. You ignore yours at your own peril.