Let's get real. Marketing isn't just about selling a product, generating leads, or building a brand. Nope. Those are byproducts. At its core, marketing is about authentic, lasting, transformational influence. And if you're not ready to own that, then, my friend, you're missing the point.
Let's dig into one of history's most powerful calls to action: The Great Commission. This biblical charge is about spreading a message with purpose and impact—principles that align seamlessly with modern marketing strategies to create meaningful connections and drive transformation. In Matthew 28:16-20, Jesus tells His disciples, "Go and make disciples of all nations." He wasn't talking about selling widgets or ranking on page one of Google, but He was giving us the ultimate framework for spreading a message that matters. And guess what? The principles behind it apply directly to marketing today.
Let me break it down for you.
Jesus didn't tell His disciples to wander aimlessly or throw random ideas against the wall. He gave them a clear purpose: go and make disciples of all nations. That wasn't a vague suggestion—it was laser-focused.
In marketing, it's no different. If you're unclear about your purpose—why you're doing what you're doing and who you're serving—your message will get lost in the noise. The purpose isn't a fluffy mission statement tucked into your website footer; it's the engine behind every word, every campaign, and every strategy. For marketing teams, this means grounding every decision in your core mission. It's about aligning campaigns with your values, ensuring your messaging speaks directly to your audience's needs, and choosing initiatives that genuinely solve problems—not just chase trends.
Ask yourself:
Are you marketing to make money, or are you marketing to make an impact?
What problem are you solving for humans, and why does it matter?
Does your marketing reflect your values and vision, or is it just noise for clicks?
In 2014, I had an epiphany—my purpose was to become the best educator possible in the HubSpot and INBOUND ecosystem. Ironically, this passion was born out of a negative experience with a 9th-grade math teacher and the challenges of dropping out of high school. Those hardships shaped me, driving my commitment to helping others succeed where I once struggled.
Jesus told His disciples to reach all nations. But here's the kicker: He knew that each country was different. Similarly, modern marketers must recognize diverse audiences' unique needs, cultures, and preferences. By tailoring messages to resonate with specific groups, marketers can build trust and create meaningful connections that transcend generic outreach. The disciples weren't handing out cookie-cutter pamphlets. They adapted to their audience's different cultures, languages, and needs.
In marketing, this is targeting at its finest. You can't be everything to everyone. You're wasting your breath if you're trying to shout your message to the masses without understanding who you're talking to.
Here's what you need to nail down:
Who are your disciples (aka your ideal customers)? What do they care about, struggle with, or dream of?
Where are they hanging out? Are they scrolling Instagram, searching on Google, or lurking in niche Facebook groups?
What language do they speak? Not literally (well, maybe sometimes), but in tone, values, and preferences.
When you speak your audience's language, you create a connection. Connection leads to trust, which is your golden ticket.
Let's not forget that Jesus didn't tackle this mission solo. He built a team of disciples who believed in the message and were committed to spreading it. This wasn't just about delegation; it was about empowerment.
In marketing, your team is your frontline. Whether you're a one-human show or leading a squad of marketers, the question is: Does your team live and breathe the purpose? Are they aligned with the mission or just clocking in and out?
Pro Tips for Building a Purpose-Driven Team:
Hire for Values First: Skills can be taught, but passion and alignment with your mission are non-negotiable.
Empower Your Team: Give them the tools, autonomy, and support to spread the message authentically.
Communicate the "Why": Regularly connect your team to the bigger picture. The purpose isn't a one-and-done conversation.
Reflecting on my career, I often reflect on my time at the Sales Lion. Marcus, Kevin, Zach, and I were united by a shared purpose: to be exceptional educators and empower other organizations to do the same. We each brought our unique strengths to the table through written content, podcasts, and marketing and sales videos. Yet, our alignment around a common mission made us feel truly unstoppable. Together, we weren’t just a team—we were a movement driven by passion and purpose.
Here's where things get to the next level. The Great Commission wasn't about adding one person at a time— but about creating disciples who would make more disciples. For example, consider Dropbox an early referral program, incentivizing users to invite friends and multiplying their user base exponentially. This strategy mirrored the power of multiplication—empowering others to spread the message, creating a ripple effect that scaled their growth dramatically. It was multiplication, not addition.
In marketing, this translates to creating strategies that amplify your impact exponentially. Stop thinking of small-scale, one-off campaigns and build systems that ripple outward.
Here's how you can multiply your marketing efforts:
Leverage Advocacy: Turn your customers into brand evangelists. When they believe in your mission, they'll spread it for you.
Invest in Scalable Content: Evergreen blogs, videos, and podcasts keep working for you long after you publish.
Automate for Amplification: To extend your reach, use tools like email sequences, social media schedulers, and CRM systems.
Let's not sugarcoat it. The disciples faced rejection, persecution, and challenges that would make most of us crumble. But they didn't quit. Why? Because their purpose was more significant than their fear.
Now let me ask: What's holding you back from bold marketing? Fear of failure? Worry about what others will think? Overthinking every decision until you're stuck in analysis paralysis?
Get over it. Seriously. Fear has no place if your marketing is rooted in purpose and authenticity. Take the leap. Post the video. Launch the campaign. Write the email. Boldness is where growth happens.
When I think about being bold and taking risks, I remember how we used the Hubcast Podcast at The Sales Lion to launch our first HubSpot-specific workshops. At the time, it felt daunting. Would anyone even be interested? But we leaned into our mission of delivering value-first, human-centric HIT Workshops. The fear was real, but when it worked—when people responded, and we started making a genuine impact—the exhilaration on the other side of that fear was worth every moment of uncertainty.
The disciples didn't measure success in clicks or likes. They looked at transformation—changed lives, communities impacted, and a movement that outlasted their lifetimes.
Your marketing metrics should reflect your purpose, too. Yes, track the data (I'm not saying numbers don't matter), but dig deeper:
Are you creating authentic connections with your audience?
Are your campaigns solving problems and delivering value?
Are you building a legacy that aligns with your vision?
It's time to stop playing small. It's time to move past the surface-level metrics and start spreading a message that matters. Your marketing can transform your business, your audience, your team, and even your industry.
So, what's your Great Marketing Commission? What purpose is driving you? What bold steps will you take today?
Because here's the truth: Marketing isn't about you. It's about the humans you serve. And when you focus on them—when your purpose leads the way—everything else falls into place.
Let's go make some disciples, one campaign at a time. Start by defining your purpose, understanding your audience, and building a team aligned with your mission. Then, take bold action, focus on strategies that multiply your efforts, and continuously measure the true impact of your work. The time to act is now.