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Marketing Plans How to implement them and avoid the awful fate of others Malcolm McDonald, Emeritus
Marketing Plans How to implement them and avoid the awful fate of others Malcolm McDonald, Emeritus

Marketing Plans

How to implement them and avoid the awful fate of others

Malcolm McDonald, Emeritus Professor, Cranfield University Edmund Bradford, Director, Malcolm McDonald Marketing Ltd Steve Erickson, VP Strategic Marketing, Parker Hannifin Inc

Marketing Plans How to implement them and avoid the awful fate of others Malcolm McDonald, Emeritus

Marketing Plan Implementation

Slide 1

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Implementation is a real challenge • No one said they hit their targets all the time
Implementation is a real challenge
Implementation is a real challenge
Implementation is a real challenge • No one said they hit their targets all the time

No one said they hit their targets all the time

Only a minority (39%) of respondents said they hit their targets most of the time

Most respondents (61%) said they hit them just some of the time or rarely

Source: Survey of senior executives in 70 organizations around the world 2011, Bradford and Erickson

Marketing Plan Implementation

Slide 2

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
There are many causes of failure Marketing Plan Implementation Slide 3 © malcolm mcdonald marketing 2012
There are many causes of failure
There are many causes of failure
There are many causes of failure Marketing Plan Implementation Slide 3 © malcolm mcdonald marketing 2012

Marketing Plan Implementation

Slide 3

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
But the root cause is relatively simple Marketing Plan Implementation Slide 4 © malcolm mcdonald marketing
But the root cause is relatively simple
But the root cause is relatively simple
But the root cause is relatively simple Marketing Plan Implementation Slide 4 © malcolm mcdonald marketing

Marketing Plan Implementation

Slide 4

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Do you have the three pre-conditions for successful implementation? Imple- mentation Good Marketing Plan, Good Change
Do you have the three pre-conditions for successful implementation?
Do you have the three pre-conditions for
successful implementation?
Imple- mentation Good Marketing Plan, Good Change Capability, Calculated Risk-taking, Good Goal-alignment Understanding the change required,
Imple-
mentation
Good Marketing Plan,
Good Change Capability,
Calculated Risk-taking,
Good Goal-alignment
Understanding the change required,
having a good talent pool of human
resources, having a good organizational
environment, having sufficient financial
resources and a good marketing strategy
Good Business Leadership, Marketing Leadership
and Change Leadership
  • 3. A Good Marketing Plan

  • 2. An Implementation-

friendly Environment

  • 1. Good

Leadership

Marketing Plan Implementation

Slide 5

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
The Implementation Steps Marketing Plan Implementation Slide 6 © malcolm mcdonald marketing 2012
The Implementation Steps Marketing Plan Implementation Slide 6 © malcolm mcdonald marketing 2012

The Implementation Steps

Marketing Plan Implementation

Slide 6

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Step 1: Anticipate Marketing Plan Change Plan Think forward Marketing Plan: • What conditions will we
Step 1: Anticipate
Step 1: Anticipate
Marketing Plan Change Plan
Marketing Plan
Change Plan
Step 1: Anticipate Marketing Plan Change Plan Think forward Marketing Plan: • What conditions will we

Think forward

Marketing Plan:

What conditions will we be facing? Where shall we compete? How shall we compete? When shall we compete?

Change Plan:

What conditions will we be facing? Where shall we implement? How shall we implement? When shall we implement?

Marketing Plan Implementation

Slide 7

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Step 2: Initiate • Pull together a small team • Agree the project spec. • The
Step 2: Initiate
Step 2: Initiate

Pull together a small team Agree the project spec. The above to include the right oversight at this stage Sketch out the vision and key elements/principles of the solution Seek input from key stakeholders Agree and present the outline business case for change Convert this to strong images Choose your first target audience Add in basic supporting infrastructure Assess the degree of change Assess the risks, take action and plan the reaction Run controlled test(s) Look for quick wins

Step 2: Initiate • Pull together a small team • Agree the project spec. • The

Evaluate the results

Act small

Marketing Plan Implementation

Slide 8

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Step 3: Accelerate • Refine the solution • Decide the roll-out plan • Define and present
Step 3: Accelerate
Step 3: Accelerate

Refine the solution Decide the roll-out plan Define and present the actual business case for change Re-form the whole team and steering group Look for early and significant wins Ensure real engagement by senior leadership

   

Add implementation targets to personal

 

development plans

     

Use a Roadshow approach

• Expand external input with specific experts,

Expand external input with specific experts,

benchmarks and tools • Improve the solution as required/ possible
benchmarks and tools • Improve the solution as required/ possible
 

benchmarks and tools

Improve the solution as required/ possible

Act big

Build up a good supporting infrastructure Test and evaluate the results

Marketing Plan Implementation

Slide 9

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Step 4: Integrate Think back Marketing Plan Implementation • Human resources (at all levels, their commitment,
Step 4: Integrate
Step 4: Integrate
Step 4: Integrate Think back Marketing Plan Implementation • Human resources (at all levels, their commitment,
Step 4: Integrate Think back Marketing Plan Implementation • Human resources (at all levels, their commitment,
Step 4: Integrate Think back Marketing Plan Implementation • Human resources (at all levels, their commitment,

Think back

Marketing Plan Implementation

Human resources (at all levels, their

commitment, ability and resourcing levels)

The organization (including its structure, culture, metrics, processes and reward mechanisms) Financial resources (including the size and timing of budgets allocated) Strategy (including how effective it is in delivering the desired sales & marketing targets and sustainable competitive advantage) The Degree of Change required (including its scale, nature and speed)

Slide 10

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Implementation must be flexible Marketing Plan Implementation Slide 11 © malcolm mcdonald marketing 2012
Implementation must be flexible
Implementation must be flexible
Implementation must be flexible Marketing Plan Implementation Slide 11 © malcolm mcdonald marketing 2012

Marketing Plan Implementation

Slide 11

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
How can we sense how well it is going? Marketing Plan Implementation Slide 12 © malcolm
How can we sense how well it is going?
How can we sense how well it is going?
How can we sense how well it is going? Marketing Plan Implementation Slide 12 © malcolm

Marketing Plan Implementation

Slide 12

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Using the new technologies • Google Adwords • Banner Advertising • Facebook • Email marketing •
Using the new technologies
Using the new technologies

Google Adwords Banner Advertising Facebook Email marketing Surveys LinkedIn Video marketing Website analytics Apps Mobile marketing

Marketing Plan Implementation

Spot the difference: Source: Chris Cardell Business Breakthroughs, Vol 1, Issue 6, Feb 2011
Spot the difference:
Source: Chris Cardell Business Breakthroughs, Vol 1, Issue 6, Feb 2011

Slide 13

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Using new tools like Simulations • Replicate current and future market conditions • Teams play out
Using new tools like Simulations
Using new tools like Simulations
Using new tools like Simulations • Replicate current and future market conditions • Teams play out

Replicate current and future market conditions Teams play out the marketing plan against each other Unexpected customer and competitor reactions can be gauged Different scenarios setup The strategy can then be re- done to be more robust ...

Thereby

...

improving the chances of successful implementation

Marketing Plan Implementation

Slide 14

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Use your existing marketing skills in new ways Implementation Progress in all 33 internal segments 2009
Use your existing marketing skills in new ways
Use your existing marketing skills in new ways

Implementation Progress in all 33 internal segments

2009

NA

EMEA

AP

LA

Total

Division A

50.0%

0.0%

63.6%

100.0%

27.0%

Division B

100.0%

100.0%

N/A

N/A

100.0%

Division C

100.0%

75.0%

100.0%

100.0%

91.7%

Division D

85.7%

66.7%

66.7%

100.0%

78.6%

Division E

90.0%

100.0%

0.0%

100.0%

80.0%

Division F

100.0%

100.0%

33.3%

100.0%

84.0%

Division G

50.0%

0.0%

100.0%

N/A

50.0%

Division H

80.0%

80.0%

100.0%

100.0%

83.3%

Division I

100.0%

100.0%

100.0%

100.0%

100.0%

Total

90.3%

49.0%

60.0%

100.0%

70.9%

Source: Global engineering business

Use your existing marketing skills in new ways Implementation Progress in all 33 internal segments 2009

Internal marketing +

Change leadership =

Marketing change

leadership

Define the internal market and competition Segment the market into meaningful stakeholders Understand their different needs (and look for unmet needs) Target the right stakeholders who will most influence the change Plan your internal marketing change strategy (e.g roll-out conversion plan) Define your value proposition for each stakeholder segment Use every marketing trick in the book to promote and measure the change

Marketing Plan Implementation

Slide 15

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
... and ‘borrow brilliance’ from other disciplines For example: • FMEA from engineering • Relationship Mapping
... and ‘borrow brilliance’ from other disciplines
...
and
‘borrow brilliance’ from other disciplines

For example:

FMEA from engineering Relationship Mapping from key account mgt. Gantt charts from project management Change Loop analysis from change management Process Mapping from manufacturing

See also Borrowing Brilliance: The Six Steps to Business Innovation by Building on the Ideas of Others , David Kord Murray

Marketing Plan Implementation

Slide 16

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Reduce your risks of failure Low Commercial Risk -Organization -Strategy -Change -Financing High Marketing Plan Implementation
Reduce your risks of failure
Reduce your risks of failure
 

Low

Commercial

Risk

-Organization

-Strategy

-Change

-Financing

High

Marketing Plan Implementation

Bottom-up Successful Implementation Implementation Growth Idea Growth Growth Idea Idea Perilous Top-down Implementation Implementation High Low
Bottom-up
Successful
Implementation
Implementation
Growth
Idea
Growth Growth
Idea Idea
Perilous
Top-down
Implementation
Implementation
High
Low

Commitment Risk

Stakeholder Attitude, Ability, Resourcing, Relationships

Slide 17

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Beware, this is not a traditional process audit strategy plan execute review Marketing Plan Implementation Slide
Beware, this is not a traditional process
Beware, this is not a traditional process
Beware, this is not a traditional process audit strategy plan execute review Marketing Plan Implementation Slide
audit strategy plan execute review
audit
strategy
plan
execute
review
Beware, this is not a traditional process audit strategy plan execute review Marketing Plan Implementation Slide
Beware, this is not a traditional process audit strategy plan execute review Marketing Plan Implementation Slide

Marketing Plan Implementation

Slide 18

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
You may need to go back-and-forth a few times Marketing Plan Implementation Slide 19 © malcolm
You may need to go back-and-forth a few times
You may need to go back-and-forth a few times
You may need to go back-and-forth a few times Marketing Plan Implementation Slide 19 © malcolm

Marketing Plan Implementation

Slide 19

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Think of it like the Helm of a boat Marketing Plan Implementation Slide 20 © malcolm
Think of it like the Helm of a boat
Think of it like the Helm of a boat
Think of it like the Helm of a boat Marketing Plan Implementation Slide 20 © malcolm

Marketing Plan Implementation

Slide 20

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
The Helm Implementation Model Think Integrate Anticipate (Think back/ (Think forward/ Refine prepare) Evaluate Perform Probe
The Helm Implementation Model
The Helm Implementation Model
The Helm Implementation Model Think Integrate Anticipate (Think back/ (Think forward/ Refine prepare) Evaluate Perform Probe
Think Integrate Anticipate (Think back/ (Think forward/ Refine prepare) Evaluate Perform Probe (Test) Accelerate Initiate (Act
Think
Integrate
Anticipate
(Think back/
(Think forward/
Refine
prepare)
Evaluate
Perform
Probe
(Test)
Accelerate
Initiate
(Act big/
(Act small/
Roll out)
pilot)
Act
Marketing Plan Implementation
Slide 21
© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
The CMO of tomorrow • Establishing direction* • Aligning people* • Motivating and inspiring* • Political
The CMO of tomorrow
The CMO of tomorrow
• Establishing direction* • Aligning people* • Motivating and inspiring* • Political Entrepreneur Marketing • Trusted
• Establishing direction*
• Aligning people*
• Motivating and inspiring*
• Political Entrepreneur
Marketing
• Trusted Advisor
Leadership
• Innovator
• Planning and budgeting*
Relationship
Management
• Organizing and staffing*
• Controlling and problem-solving*
• Risk awareness
Project
Risk
• Risk assessment
Management
Management
• Risk mitigation
• Change strategy
Change Management
• Change tactics
• Getting buy-in where needed
• Marketing strategy
Marketing Management
• Marketing tactics

*Source: Kotter

Marketing Plan Implementation

Slide 22

Marketing operations

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
In summary Source: DigitalGlobe Setting off on a fixed course with a poor plan, insufficient risk
In summary
In summary
Source: DigitalGlobe
Source: DigitalGlobe

Setting off on a fixed course with a poor plan, insufficient risk

assessment, zero support from key stakeholders, poor leadership,

insufficient training, insufficient contingency planning and not

enough testing of the water can cost you dear. Make sure you are

ready for the perilous implementation journey ahead!

Marketing Plan Implementation

Slide 23

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012
Additional tools, diagnostics and help: www.malcolm-mcdonald.com ed.bradford@MMcD-Marketing.com New book out on how to successfully implement marketing
Additional tools, diagnostics and help:
Additional tools, diagnostics and help:

www.malcolm-mcdonald.com

ed.bradford@MMcD-Marketing.com

New book out on how to successfully implement marketing plans (Summer 2012):

By Edmund Bradford, Steve Erickson and Malcolm McDonald

Marketing Plan Implementation

Slide 24

© malcolm mcdonald marketing 2012
© malcolm mcdonald
marketing
2012