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You are viewing ARCHIVED CONTENT released online between 1 April 2010 and 24 August 2018 or content that has been selectively archived and is no longer active. Content in this archive is NOT UPDATED, and links may not function.The Cartoon and Clip of the Week for June 10, 2015
Daily we read, see, and hear more and more about the latest and greatest techniques used to help organizations market their products and services. While marketing techniques change over time, the need for aligning marketing strategy, operations, and tactics is a constant requirement.
This week our cartoon and clip provides one tried and true marketing planning technique (cartoon), and shares salient considerations for properly aligning marketing strategy, operations, and tactics (clip).
Framework, Guides, and Paths
To maximize marketing impact, it’s important to align marketing strategy, operations, and tactics. The following twelve question checklist and explanatory presentation may help marketing planners as they consider how to achieve this alignment.
Twelve Question Checklist
Strategic Points (Framework)
- Do we understand our objective and message? (What we want customers to know about us.)
- Do we understand our organizational center of gravity? (What we believe is our core and priority offering.)
- Do we understand our delivery model? (How we sell and deliver our offering to customers.)
- Do we understand our of influencer profile? (Who we need to influence to accelerate revenue uptake.)
Operational Points (Guides)
- Have we developed our relationship continuum? (Online, Offline)
- Have we developed our influence triangle? (Clients, Analysts, Media)
- Have we developed impactful messaging? (Contacts to Close, Reception and Retention of Information, Importance of Proof Points, Evaluation of Information, Changing and Maintaining Behavior)
- Have we developed our plan for controlled communications? (Balance, Frequency, Synchronization)
Tactical Points (Paths)
- Are we leveraging online conduits to influencers? (From Twitter to Website)
- Are we leveraging offline conduits to influencers? (From Print Advertising to Industry Trade Shows)
- Are we leveraging industry created opportunities? (Competitors, Topics, Events)
- Are we leveraging organizationally driven opportunities? (Sales Cycle, Revenue Objectives, Product Roadmap, Event Schedule)
There are certainly many other viable and valuable points that can contribute to marketing success, but it does appear that organizations that achieve and maintain strategic, operational and tactical marketing alignment significantly increase the influence an organization has on target markets.
Click here for direct access to a PDF sharing detailed explanations and examples of marketing alignment in the legal technology arena.
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