MarComm Implementation: Don’t sabotage your Marketing Plan.
Whenever you’re charged with implementing MarComm marketing strategies, it’s important to remember a few simple truths:
- Don’t forget that the buyer sets the agenda, not the seller. This may seem obvious, but it’s amazing how many companies lose sight of this when developing their marketing plan.
- A bunch of tasks don’t add up to a marketing strategy. Specific marketing tactics are useful only if they’re part of a well-thought out strategy. Fall into this trap, and you’ll find that senior management soon tires of the ineffectiveness of your marketing program … and future attempts to “sell” a new initiative will fall on deaf ears.
- Resist the temptation to cut corners. An effective marketing strategy contains tactical recommendations designed to make the whole greater than the sum of the parts.
Unfortunately, too many companies try to save money by cutting back on the tactics that they actually implement.
When that happens, the effectiveness of the overall program is threatened … and its impact is usually far weaker than planned. Then, forgetting all the shortcuts, managers blame the strategy when sales expectations aren’t met.
If your responsibilities involve marketing, it’s your job to ensure that you avoid these costly mistakes.
In fact, it’s better to scrap an entire strategy before you begin, than to limp down a road that’s destined for failure.