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We have recently
returned from a global conference on marketing (you can read our blog
on this here)
where marketers and agencies are finally recognizing the financial
value of good process.
Software giant Microsoft analyzed 200 of their agency briefs to
discover:
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60% lacked success metrics
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42% lacked competitive information
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25% lacked a call to action
We believe there
are five fundamentals for improvement:
1. You can't move what
you don't measure. As more and more marketers move
away from
commission, time has become money, and the best companies are
benchmarking their own process speeds to drive results.
2. It's not the Scope of
Work , it's the Scope of Re-Work. Microsoft discovered
that
so many of their campaigns when through five rounds of reviews, or even
eight rounds of reviews. The "Re-Work Hours" need to be
addressed.
3. Find and get involved
in the "Moments of Truth". In the development of
every
campaign, there will be critical "Moments of Truth", when senior
marketing needs to add value. Find the core places in advance , and
make your presence felt.
4. Invite 360 degree
dialog. By instituting a regular six monthly review
of all agency partners – and offering them the opportunity to review
your team, you gain the fresh insight for continuous learning.
5. Link Incentives to
Process Improvement. As companies continue to look
to more and more areas to drive this, it's the most practical way to
measure success.
Improving the
marketing process should be everyone's business –
marketers will get better ideas sooner for less cost – and agencies
will run more profitable efficient businesses. And together, both can
truly achieve more.
To read the full story, click here
To leave a comment, write to us at www.twitter.com/r3china
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