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Developing a focused marketing and corporate communications
plan with measurable goals that map to the corporate
goals is imperative to achieving overall business
success.
Problem
Activity can never be a substitute for results. It
is remarkably common for companies to engage in activities
that seem to support corporate goals, but lose sight
of producing results. While these might be the right
activities, it is often unclear how to prioritize
them, and they are rarely measured to confirm whether
success was achieved or to determine whether it is
a good decision to put dollars towards similar programs
in the future.
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Solution
Through a focused set of one-on-one and group dialogs, Karen
works with the executive team to fully understand the key
corporate goals and marketing goals, and consider the best
strategies and tactics to achieve them. She also helps ensure
there is employee ownership and accountability for the execution.
Results & Benefits
This discipline results in a clearly documented marketing
plan with goals, strategies, tactics, timelines, ownership
and success measurement. This process forces a team to think
hard about the big picture and make decisions about what
programs will make the biggest impact toward achieving corporate
goals. It helps maintain focus on key priorities and enables
continuous measurement and accountability of success. It
is also an excellent communication vehicle within marketing
and across the company, and allows a team to respond more
quickly to market or corporate changes, and make informed
decisions and adjustments to strategy and execution.
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