If your marketing department is very busy, how do you know that it is doing the right things that fit with your strategic goals?
Our experience is that between 20 to 40% of the things done in marketing don’t serve any strategic value. This seems crazy, so why does it happen? All to often, different people in marketing have different priorities, are pointed in the wrong direction by bonus schemes that reward the wrong things, and poor approval processes that allow the wrong activities to continue without checks and controls.
These problems can be overcome so that everyone is clear about what they need to be doing and why.
Start by establishing a set of well designed objectives that cascade from the strategic objectives into the marketing plan through to programmes, campaigns, and media, and ultimately the daily tasks. And when the project is complete check the results to gain insight and identify the lessons to be learnt.
Alongside, establish the governance procedures that provide the instructions, guidelines and approval process by which people can reliably operate
And support these by business and software tools and technologies that allow processes to operate, consistently, reliably and efficiently.
All this demands an investment in making it happen, but the result will be committed people, who are clear about their roles and who work together in an integrated manner to deliver the right results
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