category management
In the increasingly complex world of marketing communications, extensive research shows that the most effective marketers take both a strategic and a process approach to marketing.
On the higher level the marketer is the strategic driver, focusing on developing the strategy and implementing the marketing plans to achieve the business objectives.
However, there is an equally important area of marketing efficiency that influences the effectiveness of this strategic function.
In this technology driven world, with ever increasing channels to reach an ever-fragmented audience, marketers are engaging an ever-increasing number of specialist service providers.
Managing this complex array of service providers is imperative if marketers are going to increase their effectiveness by maximising the efficiency of the marketing plan. This includes a combination of breadth of TrinityP3 services:
1. Strategic Alignment: ensuring you have the right mix, with the right contracts, the correct level of remuneration
2. Process Improvement: identifying opportunities and implementing strategies for increased collaboration, cost and environmental effectiveness and raising knowledge levels
3. Operational Assessments: monitoring and assessing processes and costs to ensure the above functions are delivering optimally and address any issues that arise
In some organisations, this role is being placed in the hands of procurement, bringing traditional procurement process to the marketing category. However, procurement professionals may have little or no experience with the marketing process, and the results can be underwhelming.
Other organisations have addressed this by either recruiting a procurement person with marketing experience or finding a marketer with a procurement focus to work within marketing to maintain the relationships with the suppliers and optimise the remuneration.
The limitation of these models is that often they are operating within a knowledge vacuum with little or no access to industry benchmarks or behaviours beyond the existing supplier relationships. Therefore there is little opportunity for achieving the best practice within the category or developing solutions beyond the existing practice.
Some organisations use a traditional business consultant, however these organisations do not have the hands on, industry experience across the marketing communications categories. They do not appreciate the delicate balance between cost cutting and creative product.
TrinityP3 has the experience, resources, methodology and expertise to either:
Advise marketers, procurement and marketing services on industry best practice and benchmarks
Review the current situation and then make recommendations and implement changes for the organisation to self manage
Provide a Total Marketing Management solution with on-going maintenance and improvement in managing the service providers on behalf of client.
This TrinityP3 Total Marketing Management solution can be applied across the entire marketing communications category, utilizing the three core areas of our services a 3-step process:
Discuss and articulate the marketers’ needs and requirements based on the strategy and objectives.
Review and benchmark the current structure and arrangements against your marketing strategy and objectives.
Recommend and implement the changes identified in the benchmarking review before returning to step 1.
Typically over a two year period, the cost of this Total Marketing Management solution equates to less than one percent of the marketing communications budget, yet typically we are able to deliver a 15% - 20% sustainable improvement in value to the current marketing budget.
Find out how TrinityP3’s range of services can help you make more informed decisions on your advertising costs.
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