Can I Still Seize Marketing Opportunities?

Can I Still Seize Marketing Opportunities?

A strategic approach to marketing, firmly guided by corporate goals, sounds very sensible.

But marketing is supposed to foster creativity. Will following a Six Sigma marketing process mean I can’t seize sexy new marketing opportunities?

Actually, quite the opposite is true – a Marketing By Objectives program that has the full backing of executive management empowers you to rapidly evaluate, act on and justify out-of-the-box marketing opportunities.

Think of it as “pre-approval.”

You’ve already shown the evaluation and weighting process that assures all marketing programs will contribute tangible results.

The hard decisions about strategic direction have already been made. Tactical execution then falls under the mantle of the experts – the marketing department.

Any new program simply slots into the appropriate place in your marketing matrix.

To make this work, you simply need to establish a goals-driven evaluation process. Key considerations should include:

• -       Target audience
• -       Scale
• -       Cost vs. available budget
• -       Expected return
• -       The corporate goals being supported, and their weightings
• -       The degree of support each can expect to receive
• -       Quick SWOT Analysis

Your intimate familiarity with the goals and their weightings should enable you to complete an evaluation of this sort in a few hours.

It’s very likely you will need additional information, but the analysis also will identify the exact questions you should ask – and the answers will determine whether the opportunity is a good fit for your marketing strategy.

This is a very attractive alternative to the labor-intensive internal sales process you might otherwise face.