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Marketing strategy implementation and evaluation methods
Published on February 27, 2020 17 min
Other Talks in the Series: Marketing Strategy
Marketing strategy roadmap: introduction to building a marketing plan
- Mr. Jean-François Denault
- Marketing Consultant, Canada
Well, good day, everyone. Welcome to our next chapter where we will be going over "Marketing Strategy, Implementation, and Control".
So as always, my name is Jean-Francois. A bit about me, I am an independent consultant, an author with graduate degrees in communications, consulting management, and an MBA specialized in the bio-industry. Specialty in life sciences, I've worked with clients in medical devices, nutraceuticals, biotech, pharma, healthcare, and experience in everything from the large pharma to one-man start-ups and today's presentation is on implementation. So our last module was on marketing strategy and what is important to understand here is that the implementation and control elements of your marketing strategy are going to be essential to measure if you have a successful strategy.
So today, in implementation and control, we'll be looking at how executing your marketing strategy is often more challenging than just preparing the strategy itself. So implementation, what is it? It's a series of steps to reach your goal, a practical approach, a real-world application of your plan and it is also a realistic assessment of how you'll deal with roadblocks. Whereas control are the metrics you use to measure your actions in a framework to know when you need to adjust. We'll be looking at control from a high-level perspective in this module, and the next module will be all about control mechanisms and what are the different metrics you can use to measure your success.
Implementation plan. The way I build them, and we'll see one of the example in a few slides, has seven key elements in it. The strategic objective that is being targeted, the list of activities that you will need to implement, who is responsible for each activity? A description of the resources allocated for each activity, very important because an activity without those barriers, with that framework around the resource allocated cannot function properly. There is also a timetable, and that timetable details how each marketing activity, when, how it will occur and it serves two purposes. It serves as a motivation agent, telling people, who will be doing what and when they have to be ready for it, but it also serves as a framework to measure, are we off schedule? Are we late? Is this strategy still on track? So it serves a very important purpose. There's also information on how activities will be implemented and some control elements to detail note see, has each activity been successful?