If you ask marketers what is more important, marketing strategy or marketing execution, you are bound to receive differing viewpoints. A forward-thinking marketing strategy needs to be part of an integrated business plan to propel the company ahead. Good marketing execution is also essential to implement the plan correctly, on time and within budget. Marketing needs both strategy and execution.
It’s not a black and white answer; the question is more of composition. How much effort, time and resources should be applied to the marketing strategy versus the marketing execution? This is, of course, if we can apply a percentage breakdown to one and then the other portion. It’s similar to deciding whether an organization needs good managers or good leaders. The organization really needs both. This is the same case with strategy and execution. A thoughtful strategy that meets with the organizational goals and a flawlessly executed campaign are a dynamic marketing duo.
We can also think of an Olympic relay – it’s the proper handoff that really seals the deal to produce a winning marketing campaign. The synergy between the strategy and the execution is as important. How does the executive clearly communicate the strategic direction to the manager who executes upon the vision? Is another organizational layer needed to translate any marketing needs between the visionary and the implementer?
Marketing strategy and execution are dependent upon each other. How fast, wide or often the elements twist and turn depends on the strategic direction plus the tactics. Vital to the success of the overall plan is the ability for one or more persons to streamline the process, provide two-way communication, and facilitate a macro and micro view to the issue.
The question to ask oneself is where does the marketer fit in within the marketing chain? Is the individual and the organization better equipped to create the overall marketing strategy and delegate the execution to another team, department, or outside consultant? On the other hand, if the company has the internal day-to-day bandwidth issues solved, perhaps the current organization is better able to fulfill the execution while the strategic direction can be exercised by an outside source.
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