Get marketing done well by knowing how to execute: #1

Larry Bossidy and Ram Charan wrote Execution: The Discipline of Getting Things Done in 2002 and brought together three important process: people, strategy and operations. The authors don't talk about these processes in realtion to marketing, but I've found they’re an ideal fit for Guerrilla Marketing and MarketSmarterNotHarder.

As a small businessperson, or individual/single contributor sales person, you must Execute your marketing well.

• People Process -  link all the people involved in your marketing to the strategy and operations
• even the smallest of organizations have people outside the employee realm that can/do participate. I'll talk more about this in a later post
• included vendors and fusion partners in the thought process of People
• if you have an HR department, be sure they are involved
• continuously think about improvement in the People Process
• Strategy Process - link your marketing strategy process itself to the people and the operations
• everyone involved in the execution of the Marketing Plan must be involved in constructing and owning their part of the strategy
• a strong strategy for executing the Marketing Plan will address the following questions:
• what is the assessment of the external environment?
• how well do you understand the existing customers and markets?
• what are the best ways to grow the business profitably? (see Guerrilla Marketing)
• what are the obstacles to growth?
• who are your competitors?
• can the overall business execute this strategy?
• what are important milestones for executing the plan?
• are the short-term and the long-term balanced?
• what are the critical issues facing the business that need to be addressed?
• how will the business make money on a sustainable basis?
•  Operations Process - link the process of implementing the actual operations of your marketing consistently to the people and the strategy
• all the moving parts have the same common assumptions
• embrace trade-offs
• have contingency plans
• have a robust evaluation and correction system in place

Weaving and blending these process into your practices into your strategy (you have to have a purposeful strategey) and your opertations (you have one whether you purposefully do or not) is the direct results of the impact you get.

And finally, a robust evaluation and correction process. More about these processes on Monday.

What do you do to stay keyed-in on your marketing efforts? (Comment button is bit small, but I'd love to hear what you have to say..or read)


To that end.....practice, practice, practice....MarketSmarterNotHarder.



Danny L. Smith   |   512-773-6528   | Danny@DannyLSmith.com

www.ImpactMortgageGroup.com

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