Aligning Tactical and Strategic Marketing Execution

David MayesLecturer

Faculty of ManagementUniversity of British Columbia

david.mayes@ubc.cahttp://mayo615.com

©David Mayes

04/07/2023 2

MY GOAL : I will briefly summarize tactical and strategic marketing, then evaluate alternatives in the generation and conversion of qualified leads, focusing on the strategic marketing control function.

When I conclude, you should better understand how to optimize the coordination of sales performance with a strategic marketing plan.

©David Mayes

04/07/2023 3

Topics

• The Tactical and Strategic Marketing Context• Sales Development Techniques Evaluated

– Traditional: Print Advertising and Trade Shows– Going Mainstream: Web/SEO/Blogs/Social Media– Rapidly Emerging: Big Data Marketing & Analytics

• Summary

©David Mayes

04/07/2023 4

Marketing wants ”Mr. Right,” but Sales wants ”Mr. Right Now.”- Unknown

Marketing wants ”Mr. Right,” but Sales wants ”Mr. Right Now.”- Unknown

The Sales and Marketing Conundrum

What are some of the common symptoms of this?

©David Mayes

04/07/2023 5

CaptureEvaluate

Han

doff

Nuture

Score

MARKETING OPERATIONAL CONTROL PROCESS

HandoffDetailed prospect information

Evaluate post-sale

With Marketing

CaptureInitial prospect contact

Nurture Building relationship & and trust

ScorePrioritization of effort

Strategic alignment: Customer Resource Mgmt., Win/Loss, Revenue Performance Mgmt.,

The CriticalRole of

Corporate Culture

©David Mayes

04/07/2023 6

sa sa

GOALSRESULTS

ME

TR

ICS

Where are

we going?How can w

e

impro

ve?

How

do

we

mea

sure

suc

cess

?

OB

JEC

TIVE

S

STRATEGIES

How

do we get

there?

The roadmap

STRATEGIC PLANNING & CONTROL PROCESS

The right sales performance

measurements

The right sales results at the right

time

Specific objectives for all groups in the company.

Strategic Long-range planning process involves the entire organziation.

The CriticalRole of

Corporate Culture

Strategic control points

with sales management

©David Mayes

04/07/2023 7

Operational Control• Account Management• Pricing• Customer Resource

Management• Social media management• Big Data analytics• Revenue Performance

Mgmt. (link to CRM)• Win/Loss Analysis

Strategic Control• Strategic Long Range Plan

(SLRP)• Critical Success Factors• Current State Analysis• ROI• SLRP Review & Revision• Corporate Culture • Objectives by group and

indvidual

MARKETING CONTROL METHODS AND TOOLS:

©David Mayes

Control Flow

04/07/2023 8

Sales Development Techniques Evaluated:Traditional

• Print Advertising:– 2012: Online advertising surpasses print advertising– Print forecast grim through 2016 (Deloitte)– Highly targeted print still viable but difficult to manage, ROI in decline– Strategic control recommendation: CAUTION, CAREFUL

MONITORING• Trade Shows:

– Strong historical ROI, but B2B/B2C business culture changing rapidly– Tight budgets, growth of online: trade show value models shifting– “Las Vegas CES” life cycle syndrome evident in many trade show markets– Strategic control recommendation: LESS IS MORE

©David Mayes

04/07/2023 9

Sales Development Techniques Evaluated:Going Mainstream

• Web/Search Engine Optimization/Blogs/Social Media Marketing– Website no longer sufficient: holistic online presence a necessary strategy– Small business lagging med./large business in online adoption– Mobile Internet usage to overtake PC by 2014 (Microsoft)– Location-based services (LBS) online ad spending to grow to $18B by 2016– 70% of households now use the Internet for local products and services– The future is NOW in Hong Kong and Seoul– Hootsuite, Google Analytics, explosive growth of Web tools:

• Rapid market insight, adaptation, responsiveness to customers/prospects

– Strategic control recommendation: LONG TERM INVESTMENT PLAN

©David Mayes

04/07/2023 10

Sales Development Techniques Evaluated:Rapidly Emerging

• “Big Data” Customer Marketing & Market Analytics:– “Zettabytes”: more data collected on us in last 2 years than all previous years.– Big Data analogous to the solution of “Chaos”: simple patterns amid masses of

apparently meaningless unstructured data– Big Data market growth from $18.1 Billion 2013 to $47 Billion by 2017 (ClickZ)– Example: Target using Big Data to pinpoint new pregnant mothers for sales

promotions– Example: Netflix “recommendations” use 1/3 of all data consumed (Mashable)– Small business solutions growing: Google BigQuery, AdWords (Forbes)– Competitive advantage requires resources and a clear strategy– Strategic control recommendation: INVEST NOW REVIEW

QUARTERLY

©David Mayes

Tactical and Strategic Marketing Tension Needs to be Defused• The critical role of corporate culture in enabling strategic control• Operational control enables strategic control

Traditional Sales Development Methods In Flux• Print advertising undergoing massive decline and change• Trade show market redefining itself to deal with new realities

Total Online Presence Is The New Sales & Marketing Benchmark• Velocity of change to a Web-based marketing world demands action• Instant insight, adaptability, responsiveness to customers and prospects

Big Data Is Transforming How We Live, Work and Think• Customer prospect targeting entering a new dimension• Tools already available for businesses large and small

SUMMARY POINTS

04/07/2023 ©David Mayes 11

04/07/2023 12

Suggested Reading

©David Mayes

Mayer-Schonberger, A. & Cukier, K. (2013). Big Data: A Revolution That Will Transform How We Live, Work, and Think. New York: Houghton Mifflin Harcourt.

Weinberg, M. (2013). New Sales Simplified. New York: American Marketing Assn.

Drummond, G. & Ensor, J., Ashford, R. (2008). Strategic Marketing – Planning and Control. United Kingdom: Chartered Institute of Marketing.