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CAPABILITY

Does your business have a functional marketing resources?

Capability is your marketing engine room: your people, structures, processes, budgets and resources.

Why is it important?

Capability, in a nutshell, is your business’ ability to develop a long-term marketing strategy.

It helps you deliver a focused and consistent marketing plan that supports your business.

  1. Your business needs to have the ability to develop a marketing strategy that is connected to the business strategy; the 9 Boxes is a template for a marketing strategy.
  2. It doesn’t matter how large or small your business is you need to set a marketing budget and stick to it.
  3. A marketing budget needs to be realistic – you cannot substantially grow a business on a ‘business as usual’ budget.
  4. Your business needs some marketing functionality – it could be you, it could be that you recruit a team member or you could outsource.
  5. If you invest in a team member make sure they have the skills for where the business is heading – last week’s receptionist is not good enough!
  6. Make sure your marketing resource knows what the business needs to achieve – share your business objectives.
  7. From an organisational structure perspective ensure that your marketing resource has regular reporting structure – they need to produce regular reports and updates for the management team.
  8. Your marketing and sales teams need to be connected to the same business objectives and meet on a regular basis.
  9. Your business needs to have measurements in place; before every piece of tactical activity decide what you want as a result.
  10. When embarking on marketing tactics that your business has not done before have an expectation – do not enter into an investment without having some form of expectation of its results.

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