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Chapter 18—Systems to make marketing efficient

Like every business function, marketing performs best when
it is actively managed. Most B2B companies don’t do a good
job of consistently managing their marketing. They find they
don’t have time, and then wonder why their marketing isn’t
performing well. If you’re taking the time to read this book,
I assume you’re interested in achieving effective marketing.
Proper management is the place to start.

The building blocks of effective marketing management are:

a) Have a marketing plan to guide activities and clarify goals
b) Dedicate an appropriate level and quantity of resources

(time, money)
c) Meet weekly to review and discuss progress with the

people who are executing
d) Recalibrate the plan as needed to respond to opportunities

and challenges
e) Report activities and results on a monthly basis (more on

that in Chapter 19)

Easy, right? Somehow it’s tougher in reality, but having the
right senior resources will address the common challenges in
marketing management. One of the best methods, once you
have a marketing plan and someone responsible for executing
it, is holding weekly meetings (building block c). Doing this
will make it clear—quickly—if you have the right resources for
your marketing and whether or not your plan is doable.

Be flexible in your approach if you’re new to marketing. Market
conditions can change, new forces can affect buyer behaviour,
and other, unforeseen circumstances can affect your marketing

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© 2012 Lisa Shepherd