Like every business function, marketing performs best when it is actively managed. Most B2B companies don’t do a good job of consistently managing their marketing. They find they don’t have time, and then wonder why their marketing isn’t performing well. If you’re taking the time to read this book, I assume you’re interested in achieving effective marketing. Proper management is the place to start.
Easy, right? Somehow it’s tougher in reality, but having the right senior resources will address the common challenges in marketing management. One of the best methods, once you have a marketing plan and someone responsible for executing it, is holding weekly meetings (building block c). Doing this will make it clear quickly if you have the right resources for your marketing and whether or not your plan is doable.
Be flexible in your approach if you’re new to marketing. Market conditions can change, new forces can affect buyer behaviour, and other, unforeseen circumstances can affect your marketing 82 LiSa SHePHerd program. Be prepared to reassess, recalibrate, and adjust timing of marketing tactics as you proceed with implementation and are regularly measuring performance. Below are a few tips and questions to ask over the course of the year to ensure that your marketing is adapting to changes in conditions.
If your initial results aren’t hitting your targets, it doesn’t necessarily mean you’re on the wrong track. It does take time, and finding the right mix of marketing tactics is a balance that few companies get perfect the first time around. After two to three months, sit down and evaluate what you’ve been doing, how well you’ve been executing, and what the results are. If things are going in the right direction but aren’t delivering the quantity of results you’re looking for, you may need to devote more time to marketing.
If you feel you aren’t executing well, take a look at your resources and plan are you trying to do too much with too little? If you aren’t getting any good results and things don’t seem to be going in the right direction, look at the deeper issues is your strategy (business or marketing) sound, are you using the right tactics, is your message on the mark? Then recalibrate your plan and keep going
The building blocks of effective marketing management are:
- a) Have a marketing plan to guide activities and clarify goals
- b) Dedicate an appropriate level and quantity of resources (time, money)
- c) Meet weekly to review and discuss progress with the people who are executing
- d) Recalibrate the plan as needed to respond to opportunities and challenges
- e) Report activities and results on a monthly basis (more on that in Chapter 19)
Be prepared to reassess, recalibrate, and adjust timing of marketing tactics as you proceed with implementation and are regularly measuring performance. Below are a few tips and questions to ask over the course of the year to ensure that your marketing is adapting to changes in conditions.