implementation schedule Archives - Syneka Marketing

Embedding rigour into marketing – through our Performance Framework

By Advice for Businesses One Comment

It is easy to spend time and money on marketing, but a lot harder to ensure that your resources actually deliver a positive impact. As a result, marketing often becomes unaccountable, delivering tactics that generate activity, but underperform in regard to anticipated outcomes.

These issues are due to marketing being undertaken as distinct operational tasks, rather than a core strategic function that secures business growth. Consequently, marketing often lacks a presence at an executive or board room level, despite the reputational and financial risks created through a lack of strategic insight.

Overview of the Syneka Marketing Performance Methodology

Ultimately, marketing is designed to strengthen business capacity, yet this is often lacking within marketing itself.

The Syneka Marketing Performance Methodology is designed to embed rigour into marketing, through data analysis, strategic insights and evaluation. As a result, the Syneka Marketing Performance Methodology consists of four key modules that have defined methodologies:

  • The Audit – forms the foundations of all marketing projects, by reviewing existing activities and assessing performance.
  • The Forecast – assesses future market conditions, guiding the development of campaign plans and product innovations.
  • The Plan – aligns marketing outcomes with business goals, through implementation schedules that guide and measure marketing activities.
  • Execution – the delivery of marketing outcomes, as per the defined timeframes, with all activities being evaluated on the required outcomes.

Our services, encompassing consulting, workshops, training and management are aligned in accordance with our Framework to ensure transparency and accountability. For further information, view our Guide to the Syneka Marketing Performance Methodology .

A Strategic Approach to Measuring Marketing Performance

By Advice for Businesses, Resources No Comments

What value does marketing deliver? This is the number one question any Chief Executive or Chief Financial Officer asks of marketing. Unfortunately, more often than not, the answer is not forthcoming.

This is why marketing is often the first department to be downsized during economic uncertainty, despite logic stating it should be one the of the last. Why is this? Ultimately, it is because marketing has failed to justify its own value.

This situation will not change while marketing follows an execution based approach, lurching between tactics; whether they be social media, content, events; or concepts, like the customer journey or customer experience, which have become so over utilised, they have been severed from any basis in marketing.

This situation is rife across all sizes of organisation; whether for-profit, not-for-profit or government, and yet the traditional approach is rinse and repeat, further eroding the credibility of marketing and its capacity to deliver value.

Since our formation in 2009 we have demonstrated the value that is created through a strategic approach, leading to recognition in the Australian Marketing Institute’s Awards for Marketing Excellence and our designation as Certified Practising Marketers.

Unfortunately, the word strategy has been hijacked by execution led agencies, who have tarnished the term for their own needs. This is despite the fact that the only strategy you will receive for example from a social media agency is social media. This does not provide a marketing strategy that integrates each element of marketing communications and the remaining marketing mix.

In 2016 we want to be able to stop saying we told you so, by preventing the litany of costly marketing mistakes that never should have occurred in the first place.

This is why we developed the Syneka Marketing Performance Methodology , which delivers an accountable and measurable marketing approach that is aligned with business goals. The Syneka Marketing Performance Methodology delivers continuous improvement within the marketing function and brings it back to its core definition of delivering value; the same way other business areas have been expected to strengthen outcomes and returns.

The Syneka Marketing Performance Methodology

The Syneka Marketing Performance Methodology commences with a Marketing Audit, which reviews existing activities through stakeholder consultation and internal analysis. The Marketing Audit defines the metrics required to measure marketing outcomes and establishes the foundations to deliver marketing performance.

The Marketing Forecast considers the external environment, identifying competitive pressures, customer demographics and market potential to achieve campaign or marketing goals. The result are outcomes that are optimised to deliver returns, supported through implementation schedules that identify metrics, outcomes and areas of responsibility.

The Marketing Audit and Marketing Forecast are designed to deliver results within the existing resource requirements. The Marketing Plan, the third component of the Syneka Marketing Performance Methodology , is designed to align business goals with marketing outcomes. The Marketing Plan considers both the short-term opportunities and the positioning that is required to achieve results into the future. The Marketing Plan defines the metrics that are required to measure marketing outcomes over the life of a business plan.

Marketing Execution is the last element of the Syneka Marketing Performance Methodology . This is because tactics and execution need to be guided through a strategic approach and not the other way around.

In the financial world the auditor never undertakes the day-to-day bookkeeping function due to the obvious conflict of interest. Marketing needs a separation between strategy and execution to ensure the delivery of accurate and measurable outcomes.

Our delivery of the Syneka Marketing Performance Methodology is undertaken through consulting services and training to build the capacity of marketing teams. Download our free guide of Syneka Marketing Performance Methodology to discover how we are re-defining marketing.

Marketing Execution

How to create an effective implementation plan

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

An effective marketing plan provides clarity and direction on how to execute your strategic direction. When approaching the execution phase always consider the following:

Let your strategic direction guide your plan – your marketing plan should assist you when determining the specifics of your implementation action plan. It should inform you of what resources you need, who needs to work on the plan and if external assistance is required. An implementation plan should be set out in an order that maximizes the content contained in your marketing plan.

Work to strengths – when allocating responsibilities, remember to work to the strengths of your personnel, partners and suppliers. If there are tasks that you are unable to do as well as others, then consider who is best able to deliver these results.

Work to your timeframes – an implementation plan can be constructed to highlight activities that are required on a yearly, monthly, weekly or even daily basis. Ideally, your implementation plan should be created to match the level of detail and visibility that you need.

An implementation plan is a living document – it is important to remember that an implementation schedule and a marketing plan are living documents that should be utilised on a regular basis. Should your scope or direction change, you may need to undertake an audit of your marketing activities and refine your approach. If an event is delayed, go back to your marketing plan and adjust your implementation approach so you can ensure a timely approach.

The Syneka Marketing Methodology

Creating an effective marketing plan supported by an implementation schedule, ensures that you will have the steps you need to maximize your marketing plan.

Identify the resources required to deliver your marketing plan

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News One Comment

Developing a marketing plan lets you articulate your strategic direction to ensure that marketing builds your capacity to achieve this vision. A marketing plan also enables you to identify the resources you need to deliver the outcomes you have identified.

Your marketing plan will only be implemented effectively if you identify the resources that are required. Consider not just budgetary considerations, but also the personnel and skills that are needed. Ensure that the required personnel are aware of their responsibilities and identify key metrics that will be used to measure the effective of marketing outcomes.

A holistic approach to marketing will often involve personnel across the entire business and you need to ensure that everyone realises how they can support the direction of the marketing plan. There is a need for marketing to function across a business, rather than being siloed as one standalone department. While the marketing department may have ultimate accountability over the delivery of the marketing plan, its successful execution will depend on the entire business.

Similarly, there is a need to identify timeframes that support the implementation schedule. Ensure that these timeframes are accurate with evaluation being undertaken to ensure that requirements are being met. Defining these timeframes enables you to monitor the progress of activities and to be aware of any variations.

Budgets also need to be accurate, with an understanding of the various tasks required to undertake the activities identified in the plan. Consider how each activity should be prioritised and the process needed for budget approvals. Marketing activities should exist to reinforce your strategic direction. As a result these tasks should be complement each other so you can build on the overall approach established through your plan.

Implementing your marketing plan is how you will see results from the direction you have identified. Ensure that you follow through by allocating the resources that are needed to achieve this vision.

November In Review: Our Strategic Marketing Methodology

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

Over the course of November we discussed our strategic marketing methodology, exploring the three phases we utilise to develop marketing plans. Each of these phases are required to develop a marketing plan that is based on accurate information, can identify the strategies that achieve your business goals, and is measurable through outcomes that can be measured.

Our latest YouTube video explores each of the three phases covered in our strategic marketing methodology.

We started at the Capture Phase, which ensures that a marketing plan is relevant to your context. This phase includes the relevant research to understand your target markets, competitive processes and the broader industry context. The Capture Phase sets the relevant foundations for your marketing plan, by ensuring accurate and relevant information.

The Strategy Phase consists of analysing this information to determine the strategic direction of your marketing activities. This phase develops your value proposition, as well as the key messages and marketing activities that are needed to engage your target markets. Engaging staff, customers and other stakeholders can be useful in clarify your strategic direction. The outcomes from this phase include the identified strategies that will achieve your business objectives.

The Delivery Phase is where you identify the actions that are required to achieve these strategies. Marketing needs to be measurable and this phase is where you can identify the expected outcomes from implementing these actions. The delivery phase requires implementation schedules, identifying the timeframes and resources that will be required. Proactive planning will enable you to measure the progress and effectiveness of these activities.

Combined these three phases provide a strategic marketing plan that is measurable and delivers results. We further explore our marketing methodology in our eBook, Marketing Methodology that Works, which is available for a free download from our website.

October in Review: The Syneka Marketing Framework

By News No Comments

Throughout this month we’ve covered the three components of the Syneka Marketing Framework. Our Framework is discussed in further detail through our latest YouTube Video, where we outline these three stages and their importance in developing effective business and marketing strategies.

The Audit Phase

This is where you assess your existing marketing activities, identify what works and where improvements can be made. The Audit Phase is designed to improve the effectiveness of your marketing activities and to leverage opportunities that can be created in the short-term.

Our Marketing Audit is specifically designed for this phase to deliver a twelve month marketing action plan.

The Plan Phase

The planning of your business and marketing activities needs to considered in the context of your objectives, target markets and value proposition. The planning phase considers this context, through undertaking research and analysis that identifies how to position your business or organisation into the future.

Our Strategic Services, incorporate both of these phases, with outcomes that include strategies to achieve your business and marketing goals. These strategies are reinforced through analysis that supports their direction, by understanding customer demographics, industry conditions and your value proposition.

The Execution Phase

This is when your plans become reality, through the delivery of marketing outcomes that achieve the objectives you have identified. Marketing execution requires an implementation schedule that identifies when key tasks are required and the outcomes that should be expected. Delivering outcomes is only possible if you are clear on what needs to be measured and the anticipated results.

Our outsourced marketing implementation and execution services is where we provide support dung the execution phase.

Read All About It

We also have our free eBook, Marketing Methodology That Works, which explores each stage in greater detail. We believe it is important to have a strategic approach to business and marketing planning and have shared some of our insights through this eBook.

Marketing Methodology that Works can be downloaded from www.synekamarketing.com.au/ebooks.