Question

Topic: Strategy

Dept Objectives And Strategy

Posted by Anonymous on 7/4/2009 at 11:18 AM ET 50 Points
Hi, my co has finally got a mission although it is for internal use at this stage:

"To be the First Choice in [our service]"

Now we are going through the next phrase of exercise and mine is to determine marketing function/role objective in the organise and also to come with the strategies.

(fyi my co has a Acc Mgt Team, BD Team and Customer service and each will set their own objectives/strategies to keep in line with the mission)

Marketing Function Objectives:
1. Identify and explore marketing opportunities
2. Promote our Brand as [mission] to target clients
3. Develop a holistic view of Client Relationships by sourcing and deploying a CRM system
4. Develop marketing communication activities for targeted clients in response to client history, preferences, interest or demand
5. Create synergy across brands to increase cross-selling opportunities

I am abit confused with the objectives vs strategies and would appreciate any comments if i am on the right track with the above objectives. I am told to keep it broad.

Thanks,
Lynn
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Chris Blackman on 7/4/2009 at 9:22 PM Accepted
    Phil has given a succinct explanation of the nuts and bolts of strategic planning.

    However, your question highlights a potential problem. It saves time if I may be brutally honest here, so please brace yourself:

    Your Marketing Objectives sound about as fluffy and woolly and ill-defined as they could possibly be!

    You need to get SMART fast. You probably already know what that means, but let me explain.

    Your objectives must be:

    Specific - i.e. worded very precisely.

    Measurable - put metrics around them so instead of saying "Identify and explore marketing opportunities" you might say something like "Identify four potential new marketing opportunities a year and action two of them".

    Actionable - they must be something that you are actually capable of doing, i.e. you have or can acquire the skills, knowledge, data, vehicles, budget or whatever is needed to make them happen, to execute them.

    Realistic - can you believe they are achievable? That's always a good start. Are you or the people responsible motivated to the challenge of achieving them? Even better...

    Timely... or Time-based - Be bold and state upfront a date when you will achieve the objective, and if it is a big hairy audacious goal, make sure have a project plan with a timetable and milestones for inching towards it.

    Hope that helps. If you do need more help, you can always access a select group of top MarketingProfs experts on a fee-for service basis over at www.911MarketingHelp.com
  • Posted by Jay Hamilton-Roth on 7/5/2009 at 9:17 AM Accepted
    Not many businesses have a mission of being #2. As Chris asks, being #1 means what, exactly? Start being identifying where you are today, identifying where you want to be (and when), and develop the specific steps to get there. "Promote our brand" is vague and isn't measurable. Make sure that each step you're doing things that you can quantify (both the effort and the results).
  • Posted on 7/7/2009 at 4:59 PM Accepted
    Reinforcing what others have said: GET SPECIFIC!

    "To be the First Choice in [our service]" - what does that mean? What exactly is it to "be the first choice"?

    Tell your managers, owners, etc. not to hide behind vaguely defined marketing-speak like "Promote our Brand as [mission] to target clients". That's what MBA candidates put in their papers because they don't know what they're talking about.

    What is it your company wants to do? No, seriously - exactly what is it that they want? Only when you have a specific target can you make plans to get there. The more specific information you give, the more the people on this forum can help you.

    What can we help you do, specifically?
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)