Join Drew Boyd for an in-depth discussion in this video Addressing organizational challenges, part of Marketing Foundations.
Marketing operates in a world of ambiguity. Every marketing situation faces some uncertainty, and you need to be prepared when unexpected things happen. If you're not prepared, your strategy may derail, and you end up losing competitive ground in the marketplace. Sometimes those unexpected events happen internally. The priorities in any organization are constantly shifting. You many have had everyone's support for your programs, only to find out that something's changed.
And now, some other parts of the business are getting more attention. You may also have to face some disruptive factors, like a company reorganization, or cutbacks in budgets and head count. You may face some challenges with other departments. For example, what are you going to do if your new product is behind schedule, causing you to miss the launch date? What if there are delays in manufacturing or shipping your products, and you can't get enough product on the shelves? That's a huge problem. What if there's a quality problem with a product or service, and your customers start complaining? You must react to that.
Problems can occur externally as well. Things are always changing in the marketplace. New competitors emerge. New regulations or legal actions might affect your ability to market a product. A bad customer experience may be going viral on social media sites. You wake up one morning, and find that your company is on the front page of the business section, and it's not good news. So here are some tips to help you cope with these types of challenges. First, be nimble.
You have to act fast when these things pop up. You don't want to let a small problem, become a big problem. Your managers will appreciate when they say that you're on top of it. So, act fast. Next, gather information. What's changed to cause this problem? Make sure you separate fact from fiction. You don't want to react to bad information, or just assume you know what's going on. What may have been the truth before, may not be anymore. Seek advice, especially from credible experts.
You need to leverage the brainpower of others. That'll help you prevent from getting tunnel vision, around the problem or possible solutions. Next, get into the solution mode. By that I mean, stop wishing the problem will go away. Develop a list of possible alternatives. Then work with your team on selecting and implementing the best one. Work on the things you can change, and avoid the ones you can't. Now be flexible here. You may have to give up on certain aspects of your plan to keep things moving forward.
If you dig in too hard, you can make your situation worse. Finally, look for ways to innovate. My experience suggests that the best way to revitalize a struggling marketing campaign, is to unlock new value. If the organization is stuck, use systematic creativity methods to generate new opportunities for your business. And that's what great marketers do. They help lead the company forward, especially in challenging times.
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success