Billions of Dollars are lost every year from marketing plans that fail to get implemented properly. The risks around implementation are high and the challenges are many. To help overcome them, good marketing leaders need new knowledge, skills and tools. Our simple marketing navigation system, based on fresh research, new technology, and decades of implementation experience, will help to ensure that your strategic plan identifies the implementation risks and remains on course to deliver its targets. This will help release significant profits for the business and ensure it continues its journey to success.
Implementing a marketing plan is one of the most perilous journeys that anyone can undertake. Our research suggests that over 60% of marketing plans fail to achieve their targets. Overall, there is more chance a marketing plan will fail than succeed. The cost of this failure is high, with our research again suggesting that 13% of targeted profits are lost though the implementation step.
Our approach, published in our book, Marketing Navigation, breaks implementation down into four key steps: Plan, Pilot, Rollout and Refine. Each step requires careful testing to ensure final implementation success.
Our expertise in helping organizations write great marketing plans coupled with our practical experience in helping companies implement them gives us a strong capability to help companies understand and implement their market strategy successfully.
At Parker Hannifin, this approach was used to implement a comprehensive go-to-market process across its eight global groups, comprising over 150 worldwide divisions. This resulted in over 230 growth projects being defined and captured.
We also use a marketing simulation to helps you develop better implementation skills by practicing strategy and implementation in a safe environment.
We start with at least a half day briefing with the key members of the implementation team. This will help achieve alignment around the objectives and fully understand the risks ahead. From there, we work closely with the organization to mitigate the risks and carefully implement the plan.
About Malcolm McDonald Consulting
The fees for the workshop, subsequent coaching sessions, marketing simulation and consulting support would reflect the time and effort required for customisation and pre planning work. Engagement of our team of consultants with client organizations usually results in an increase in net profits of up to 10%.
Two Action Points:
Ask your colleagues if they know how much of their planned marketing profits are lost through poor implementation. What would they say are the causes of this leakage?
- Action: Take our free online survey to help you diagnose your implementation issues and their impact. See http://tinyurl.com/hl8hvsh
Assess the complexity of these causes and consider what sort of support you might need.
- Action: Meet Edmund Bradford (ed.bradford@malcolm-mcdonald.com) to discuss your implementation issues; agree best course of action and the resources needed to work with us.