From the course: Building a Winning Enterprise Marketing Strategy
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Aligning execution to customer behaviors
From the course: Building a Winning Enterprise Marketing Strategy
Aligning execution to customer behaviors
- [Narrator] So what I've observed with companies is that they develop strategies and then they go to market and the strategy is out of sight, out of mind in the physical or digital drawer or both. And everybody just goes back to work and they go execute. And execution is simply what we do every day and it doesn't change very much. And what, of course, is too bad about that is that there's a lost opportunity. If the strategy is not getting translated into execution, then of course we never know whether it's worked or not. And so not only are we missing our targets, perhaps more often than we'd like, but to me even worse, we're not really learning. And so in order to learn, what you want to ensure you do is you align the execution to the strategy. So very simply, you want to be thinking about how you want to change customer behavior and you want to align all of your resources to change that behavior. And because you also go…
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