In most successful businesses, it’s a culmination of some really smart and passionate people being grouped into specialized teams – all working towards a common goal. You have marketing, human resources, finance, operations, and sales. Each of these groups works together coherently to reach short-term as well as long-term milestones in an aligned fashion.
In theory, that makes perfect sense but in practice, the greatest barrier to success is always misalignment between teams. From KPI agreements to SOPs, the work itself is simple – the orchestration of teams is brutal.
Now then, “What makes a good marketing team?” A full-fledged marketing team today may look something like this:
The Head of Marketing role will run along the lines of:
1. Set, manage and achieve business and marketing goals
2. Assess, forecast and deploy tactics based on moving consumer trends
3. Manage upwards and downwards within the organization
4. Drive team planning and career trajectories including performance development
5. Network with industry peers to get a pulse of her immediate environment
No small feat considering the speed of change today.
With that as a background, we’ve evolved over the past decade towards supporting our clients throughout their entire consumer journey – as one agency. This is possible through specialized teams in Digital, Communications, Activation, Brand & Creative all under one roof working together towards the client’s goal. Today, over 20% of our clients utilize our multi-channel marketing solution to manage their consumer journey through one fluid expression.
We call this – The Impact of 1.
Impact of 1 is non-bias and agnostic in delivery. The marketing mix is dependent on business objectives and the solution consists of the most effective discipline(s). You can see this in action in the following diagram.
Clearly, it may not be good practice to place ads to win customer loyalty. Nor should one deploy a telemarketing campaign to gain awareness at scale. The challenge isn’t the lack of marketing channels. It is the right utilization of channel(s) to tackle specific areas along the consumer journey. A marketer should never be biased. The same way a surgeon shouldn’t approach every problem with a scalpel.
We believe it will bring some needed focus back to the fray. It also frees the client’s mind knowing that a good marketing team will never push you to favour one channel over another. Rather, the team should work in unison with the constant check and balance to find the most suitable tactics for each channel in that period of time.
It is not media strategy, PR strategy or digital strategy – just marketing. For more information on The Impact of 1 and also some case studies, please get in touch with us.
Impact of 1
Impact of 1 is a multi-disciplinary approach for delivering the most impactful solutions culled from across different specialised teams -- delivered as one fluid expression