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A rigorous planning process is critical to your success in
program execution but it may be even more important in the
budgeting process. Without success there, you won't be
executing many programs.
Credible
justification and rational for your plan, as well as support
from other functions, makes management presentation much
easier and increases your success rate. |
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Your execution processes should be analyzed on a regular basis.
Perform
regular analysis and improvement of pre-creative data gathering,
agency interaction, approval routing, publication interface,
inquiry response, etc.
This will
reduce your costs and improve your execution times, letting you
focus on communicating your message, not on operational issues. |
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Metrics
should be set,
collected and analyzed. Customer response, expenses
and
schedule execution are the usual suspects as
they are the easiest to measure.
But other
metrics are important in measuring a program's success.
How well did you adhere to brand positioning, involve
critical people, interact with agency and in-house support? .
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An
integral element of a successful Marketing Communications
program is implementation of positive change through system and
needs evaluation. All phases of the communications process
should be subject to analysis and review to identify areas of
improvement and elimination as well as solutions and tactical implementation
plans.