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Marketing as the catalyst for Business Transformation

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Presentations, Resources | No Comments

Changes in market conditions, including new competitive pressures, declining market share or market obsolesce, is often the catalyst for business transformation, yet it is staggering that marketing is often absent during the transformative process.

Unfortunately, marketing is often relegated to the execution of tactics, diminishing the research and strategic insights required to optimise new market opportunities.

How can an organisation become market facing without marketing being at the forefront of these considerations?

Marketing Governance provides the framework to embed marketing within business transformation, delivering results that optimise and build marketing performance.

The Australian Transformation and Turnaround Association (AusTTA) is the professional association that represent business transformation specialists.

We are presenting at the next AusTTA event to discuss How to lead a total Business Transformation through an obsession with customer centricity – now and in the future

Our exploration of customer centricity will explore case studies within one of Melbourne’s leading art institutions, showcasing the role of business transformation across the arts, not-for-profit service delivery and business enterprises.

The session will be held on Wednesday the 4th of October from 6.30pm at Palya Art Gallery in South Melbourne. Register online at www.austta.org/event-2661163

Strategy Before Tactics – the very foundation of marketing

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Presentations | No Comments

Over the course of this trimester, I have been undertaking a sessional lecturing role at Kaplan Business School, teaching Marketing Principles to undergraduates and the Value Chain to postgraduate MBA students. Lecturing provides a great way of ensuring relevancy and best practice, by the blending theory with practical applications.

Marketing Principles is an introductory marketing subject and serves as the gateway into further studies within the discipline. Marketing theory has not changed substantially since its initial inception, although the discipline continues to evolve through research and new insights.

One of the fundamental principles taught to students is strategy is before tactics. Strategy ensures that the right tactics are executed in a timely manner while taking into account the available resource requirements and strategic direction.

2015-08-11-a-marketing-plan-informs-your-strategy

Unfortunately, misinformation is rife in regard to marketing, resulting in many non-accredited marketers promoting tactics without the research and insights that are required to achieve positive outcomes.

This is prevalent in areas like branding, where the focus becomes visual and style at the exclusion of the research required to map stakeholders, their decision-making journey, anticipated touchpoints and desired outcomes.

A brand ultimately needs to connect with not only customers but the entire value chain, including employees, directors, suppliers and channel partners. This is particularly important when partners may be supporting joint initiatives, that require each partner to convey mutually supportive value.

Unfortunately, there are many instances where a new brand is commissioned without undertaking these strategic stages. Similarly, many digital activities are undertaken without recognising the need for research and insights that guide the experiences required to create desired outcomes.

The execution of tactics is not marketing. Conducting valid research and determining suitable strategic insights is what marketing is actually about.

First year students are taught and assessed on this basis, and yet there are many instances of reputational and financial risks caused by people within business and organisations when they decide to execute tactics without valid strategies.

It’s time we focused on Redefining Marketing

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Presentations, Resources | No Comments

Marketing faces the unenviable position of having low barriers to entry, meaning anyone can call themselves a marketer, without having either the credentials or experience to support these claims.

As a consequence, there is a significant level of bad advice, leading to poor results that not only jeopardise client outcomes, but also the industry as a whole. The prevalence of design and digital agencies purporting to offer marketing, is leading to misinformation and a rush towards ill-considered tactics. The association of tactics with the word marketing, including content marketing, social media marketing, telemarketing and direct marketing, is creating an environment where tactics are undertaken without the required research and strategic insights that are required to achieve the desired results.

We are in an environment where it is very easy to spend on ‘marketing’, but a lot harder to generate a return.

Meanwhile, brands are being created without the insights required to correctly determine market segments and stakeholders. These brands ultimately fail due to a lack of connectivity with the market context. Similarly terms like brand equity get thrown around, without an understanding of how it should be measured and evaluated to enable performance monitoring.

Marketing needs to elevate itself and reach the Boardroom. It cannot do this while it fails to speak the language of the board and absconds from responsibility.

Marketing is often one of the first functions to be downsized during times of economic uncertainty, simply because it has failed to demonstrate value, due to poor and incorrect reporting on outcomes.

Marketing needs a governance framework that provides the capabilities and capacity to engage the Board, maintain accountability and deliver measurable results. Our White Paper on Marketing Governance provides the framework for marketing to embark on this journey.

The Syneka Marketing Governance Framework

The Syneka Marketing Governance Framework

No longer should marketing be considered a silo that is immeasurable and unresponsive. Marketing Governance provides the toolkit to enable:

  • Strategic rigour and alignment with organisational goals.
  • Evaluation and assessment of risk, both internal as well as the external context.
  • Financial accountability by correctly budgeting cost centres and revenue generation.
  • The relevant roles and responsibilities required to plan, manage and deliver marketing outcomes.
  • Accountability through metrics and evaluation, ensuring that relevant inputs, outputs and outcomes are correctly identified across the customer lifecycle and measured.

While there is the impression that these issues may be limited to smaller businesses, the fact remains that marketing is significantly underdeveloped within Corporate Australia and government agencies, as much as not-for-profit organisations and new enterprises. Some of the most evident examples of marketing governance failure come from larger companies or organisations.

Time, money and reputation is being eroded due to poor marketing governance. Marketing Governance enables Marketing to reach and engage the boardroom, by stepping up and identifying that it needs and should do better.

Download our White Paper at www.synekamarketing.com.au/syneka-marketing-governance-framework/

Marketing Clinics: Associations utilise marketing expertise

By | Advice for Not-for-profit Organisations and Charities, Presentations, Resources | No Comments

We support our conference presentations with complimentary marketing clinics. These clinics provide the ability for attendees to discuss the state of marketing in further detail.
Our sessions proved to be immensely popular, as we spoke with a range of associations covering a diverse range of stakeholder needs.

Common elements included the need for connectivity between marketing related functions, as well as the need to properly define marketing metrics. Far too many associations are incorrectly viewing website visitations, or social media likes, or event attendance as outcomes, when they serve as an input into broader engagement in the decision making process.

Our marketing clinics are designed to strengthen the capabilities and capacity of marketing and it is always a pleasure to work through these aspects in detail.

Redefining Marketing for Associations: the 2016 Associations Forum National Conference

By | Advice for Not-for-profit Organisations and Charities, Presentations, Resources | One Comment

The Associations Forum focuses on strengthening associations, through good governance. Each year the Annual Conference brings together the diverse mix of associations that exist for the interests of their members.

We had the pleasure of opening the second day of the conference with our plenary session on Marketing Governance. Most associations do not have dedicated marketing teams, with the responsibilities often being divided between membership, sponsorship, communications and service provision roles.
As a result, many associations miss the strategic insights that are provided through marketing. This often means that metrics are not being effectively collated, making it difficult to evaluate the return on marketing investment.

Alex at the 2016 Associations Forum National Conference

Alex at the 2016 Associations Forum National Conference

Examples include the missed opportunities that arise from an Association not identifying potential sponsors from an existing membership base, or failing to adequately reflect value in fee for service offerings. Furthermore, there is often a lack of clarity over the touchpoints required to acquire and retain members, as well as other supporters and partners.

These failings are due to the lack of Marketing Governance, caused by a lack of connectivity between marketing related functions and the strategic direction of the organisation. Marketing Governance provides the required framework for an association to become market facing, so it can engage and motivate behaviours of its members and other stakeholders.

Our session explored the five pillars of Marketing Governance, ensuring a strategic approach that considers potential risk, as well as financial resources, personnel and reporting requirements.

Importantly, marketing governance provides the oversight that is required to make informed decisions, from the board, through to the executive, management and operational staff.
Marketing exists to deliver value, Marketing Governance provides the framework required to demonstrate and evaluate this return.

Redefining marketing for Associations: Tuesday 5th July

By | Advice for Not-for-profit Organisations and Charities, News, Presentations | No Comments

The Associations Forum aims to encourage best practice for associations to foster good governance within the sector. Last year I was invited to conduct a workshop for members of the Forum, exploring the role of marketing within associations.

This year I will be presenting a plenary session on the role of marketing at the 2016 Associations Forum National Conference. This session will explore the role of marketing within associations, identifying the need for good marketing governance and defined how outcomes can be measured through a strategic approach.

The Associations Forum National Conference will be held at the Melbourne Exhibition and Convention Centre, Redefining Marketing: Metrics and Marketing Performance for Associations is a plenary session opening the conference on Tuesday the 5th of July.

For details visit afnc.associations.net.au