Marketing Navigation (Implementation) Archives

Protected: Survey on marketing implementation

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Implementing a marketing plan is no easy task and research suggests it is not done very successfully. Moreover, when thinking about why a particular implementation program has failed, there is a tendency to focus on just a few known factors. In this paper we list the many possible causes of implementation failure coupled with some real examples. It will help readers appreciate the significance of the implementation challenge, the diversity of the issues involved and help dig down to the underlying causes.

The paper is here: Implementation issues and examples

Implementation capability and culture

“In my experience Capabilities and Culture have been the biggest barriers to execution. With Culture this has been a tribal mentality / hostility the root cause of which has been poor leadership or a misalignment of values.

With Capabilities I refer to both individual skills including leadership failings but also a lack of alignment between outcomes and the processes needed to deliver these. I had an example where there was massive disconnect between the plan to deliver new products and both the processes and measures in place e.g. if all the processes were followed it would have taken 2 years to deliver anything new against a plan that assumed a 9 month period. Plus the control measures for this were non existant which all meant a lack of alignment and line of sight from what happened on the ground to what was in the strategic plan.

The other big issue…is companies having [too] many [metrics] rather than a vital few. I have plenty of examples of this. 20+ key measures…anybody !”

Business Development Director, UK

Constant refinement at Barcelona FC

During his reign as coach of Barcelona Football Club, Pep Guardiola, led them to becoming one of the most successful European football clubs of all time.  His abilities to constantly refine his tactics and learn from others is reported here by Andy Brassell, European football expert, BBC.  It fits well with the ideas of Marketing Navigation.

Constant refinement at Barcelona FC