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Tag Archives: business strategy alignment

Poor manners leads to poor business strategic alignment with suppliers

Share79 Tweet +12 ShareShares 81I am often amazed at the simple basic rudeness that is tolerated within marketing and advertising, but which leads to poor communication, poor alignment and a large waste of time, effort and resources. There have been … Continue reading

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How marketers can exploit the full power of stories for brand and business strategy alignment

Share40 Tweet +11 ShareShares 41Storytelling in marketing is a hot topic, with

 a growing and well founded belief that legendary brands like Apple, Nike, Coca-Cola and Harley Davidson have been successful building great stories around their products that people naturally want to … Continue reading

Posted in customer relationship management, industry news & trends, interesting observations, strategic management | Tagged , , , , , , , , , | 1 Comment

Delivering the benefits of greater collaboration and business strategy alignment

Share11 Tweet +12 Share1Shares 14With increasing complexity advertisers are finding limitations in relying on media and creative agencies as their main advertising providers. Today, most advertisers are juggling five or more providers including digital and direct marking, public relations, experiential, … Continue reading

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Why collaboration can simply lead to more meetings and not great business strategy alignment

Share23 Tweet +12 Share2Shares 27I recently sat in on a number of meetings with a marketer and their agencies to discuss how they could get a greater level of collaboration between the various marketing teams and the agencies on their … Continue reading

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Achieving business strategy alignment starts with a common language

Share8 Tweet +11 ShareShares 9My friend and colleague Clement Toulemonde recently shared a list of phrases commonly used in English language that are often misinterpreted by the listener. I suddenly realised that this happens often in meetings between marketers and their … Continue reading

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Lack of financial acumen may stop marketing being aligned to business strategy

Share32 Tweet +12 ShareShares 34I have written before about the perception of marketing by CEOs (73% of CEOs think marketers lack business credibility) and CFOs (‘Being “good for the brand” is not a business case) in organisations, but two things this week … Continue reading

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Most 360º client agency relationship systems are misleading

Share1 Tweet3 +1 ShareShares 4I was in a discussion with a UK based company about measuring their various agency relationships around the globe and I asked them “what is it that you want to measure? Performance? Relationship? Level of collaboration?” … Continue reading

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When strategy gets in the way of business strategy alignment

Share9 Tweet +1 ShareShares 9The term strategy is used a lot in marketing and especially in agencies. There is nothing wrong with the word, it is more the application of the word that can be problematic to clearly articulating what … Continue reading

Posted in marketing process optimisation | Tagged , , , , , , | 2 Comments

Achieving business strategy alignment between the CFO and the CMO

Business strategy alignment can be hindered by a lack of understanding between CFOs and CMOs. Here we look at the results of a survey in Marketing Magazine UK which uncovers some interesting attitudes.
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Achieving collaboration in client agency relationships

Marketers are finding themselves managing an increasing number of specialist service providers and are struggling to achieve the level of collaboration and alignment they need. Here are five key requirements for having competitive companies work together.
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Language gets in the way of marketing business strategy alignment

Concepts, big ideas, territories, tissue sessions, brain storming and more are all terms people use in marketing and advertising to describe various steps in the development process. The problem is that often there is no agreement in what these terms mean and so achieving business strategy alignment is almost impossible.
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73% of CEOs think marketers lack business credibility because of a lack of business strategy alignment

The Fournaise Marketing Group interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia. Do marketers lack business credibility because of a lack of business strategy alignment?
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Amazing how business strategy has aligned to the Cluetrain Manifesto

The Cluetrain Manifesto and how it affects strategic business alignment! I have included the 95 Theses here. Read through, it is amazing how business strategy is aligning to this manifesto, but you could argue for some the change is too slow.
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Posted in social media & digital marketing | Tagged , , , , , , , , | 1 Comment

Why it is essential for agencies to be part of your business strategy alignment

Business strategy alignment – I would have to say the vast majority of marketers will certainly have defined roles for their media and creative agencies but then have a more adhoc approach to their other agency vendors such as digital, social media, sale promotion, retail, pr, direct markets, behaviour marketing, events and the like.
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Posted in agency search & selection | Tagged , , , , , , | 3 Comments

Five reasons agency compensation should not be relationship based

Don’t get me wrong, measuring and managing a high quality relationship is important between agencies and marketers. But at the ANA Marketing Financial Management Conference last week in Phoenix, Arizona, there was a presentation by Sarah Armstrong from Coca Cola on Value Based Agency Compensation
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