Build Infrastructure First.
Ever wonder how there’s never enough time to build the proper process to deliver a marketing program, but always time to redo a deliverable afterwards?
We all face tight, aggressive deadlines. We don’t have enough time to do everything we’d like to, given the limited resources available. Sometimes it seems easier to just get a project done and out the door, rather than putting in the time and effort to develop a process, document a procedure or double check to ensure all bases are covered. But in reality it is easier, more effective and more efficient to build a marketing infrastructure, have the support system in place and make sure you’ve thought out the ramifications of delivering a successful program.
For example:
- If your new demand generation program generates a large number of good quality leads, what’s the process to ensure they are followed up on in a timely and effective manner?
- If your advertising and collateral significantly increases traffic to your website, are you prepared with the right content online to address their needs, answer their questions and drive them through the sales process.
It may take a little more time upfront, but you will save in the long run by thinking ahead and building the infrastructure you need to handle marketing success.
Leverage Point Checklist:
- How likely is it that we’ll need to offer a similar marketing initiative in the future?
- Have we created similar marketing programs/initiatives previously?
- Do programs like this tend to cost more or take longer than originally projected?
- Does my team understand what they can leverage from previous projects?
- Do we find ourselves going back to “fix” problems we could have anticipated and avoided from the outset?
- How will I handle unbridled success? Are we prepared to follow-up effectively?
- How will my program impact the rest of the organization? Are they properly prepared for fallout-good and bad-from this initiative?
