Managing Marketing: The need for short, medium and long term strategy

Mari Kauppinen is Head of Marketing, Digital, Channels and Demand Generation at IBM Australia, a speaker and on the Advisory Board of AdTech Sydney 2019. Here Mari shares with Darren her view of changes in marketing for B2B, B2C and what she calls B2I enabled by data and technology and the need for marketers to take a short, medium and long-term view of their strategy. You can hear Mari speak at AdTech Sydney March 12 & 13 2019. Details available here:


You and your team are developing your company’s strategy. Let’s imagine your primary goal is to improve customer retention. To do that, you decide, you need to dramatically improve the customers’ service experience. And to do that, you need to provide service excellence training for your employees. But you can’t do that without a trainer who can design and deliver an effective curriculum. Yet the last two trainers haven’t worked out so well so you decide to hire a search firm to find you the right trainer.

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Why Strategic Plans Fail and Techniques to Keep Yours Alive

Why strategic plans fail.  In my last post, I talked about the issues people have with keeping their strategic planning alive.  Today, I’d like to discuss some specific techniques I’ve seen companies use routinely to solve those problems.  Companies that achieved 100% of their objectives and had excellent financial performance used these tips.

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Automate your strategy if you want to lose

Over the past few years, I’ve noticed a great increase in what I think of as automated strategic planning.  Some heavily quantitative approaches (like balanced scorecard) can be part of a good strategic planning process.  The problem I notice is that often, companies use these approaches as a substitute for good strategic planning. I’m a firm believer in using measurable data in your strategizing.  When you use metrics as a substitute for strategic planning, however, you are asking for trouble.

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Does your marketing structure support your marketing strategy anymore?

Strategy is a fundamental driver of business success, yet it is one of the most misunderstood terms thrown around the halls of business. Often mistaken for a goal or tactic, a strategy is how a company chooses to reach its goals, or to paraphrase Michael Porter it’s ‘doing things differently or doing different things’ to gain market advantage.

And, at its core, a strategy addresses shifting priorities that can come from any new business opportunities, technologies, market evolution or increased challenges.

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Top 4 Global Business Strategies

As globalisation touches economies around the world, more companies now are connecting with the global market.  Expansion into foreign financial market has become easier, thanks to improved communication, enhanced capital mobility and slashed tariffs. However, international business expansion involves many factors like dealing with foreign stakeholders, facing stiff competition, foreign employees and labour laws as well as government jurisdiction.

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What every product manager needs to know about content strategy

Content strategy is a rapidly growing field dedicated to planning, creating and managing content in all its forms. Giant corporations and small enterprises alike are realizing the importance of good copy, and hiring writers to design their words. In the past couple of years, many international tech companies created positions in their staff for product writers. For growing businesses and start-ups, deciding to hire a dedicated copywriter can be a tough decision, as it means prioritizing things that are often seen as nice to have.

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How to Develop Strategic Project Management?

Strategic project management is becoming a popular and growing trend within the project management discipline.

According to the main idea of the concept, project management teams must learn how to deal with the business aspects of their projects and better support their company’s strategy, rather than just be focused on meeting traditional issues – time, budget, and goals.

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Why Software Needs to be Part of Your Lean Strategy

If you’ve decided to embrace the Lean business methodology, we offer our congratulations. It is an excellent approach to reducing waste, capturing opportunities for improvement, and creating a culture of innovation.

When most leaders start their Lean journey — and it is a journey, we’re sure no one has achieved Lean perfection yet — they focus on training managers and staff to ensure that they understand what Lean is really all about.

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6 Requirements for Effective Strategy Deployment

As the end of 2018 quickly approaches, many management teams are somewhere in the process of preparing the plan for 2019. Regardless of where you are in that process, this is a good time to reflect on whether or not your 2018 strategy came to fruition. Did your organization achieve the goals it set out for itself? Was adequate progress made toward your long-term objectives? Was progress assessed adequately and frequently enough?

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