(Save a copy of the file on your own computer by clicking on 'make a copy'. ed.)
Once you have your campaign calendar ready and you have started, don’t forget to monitor every now and then! You can have a great strategic plan in mind, but if you don’t regularly check whether you are still on track to achieve your sales goals, there is a big chance that things will go wrong.
Not always will there be a SMART commercial goal attached to a campaign or activity. In fact, in many cases an activity will have branding as its goal. This often remains difficult to monitor, because it is often unclear which metrics fall under branding and how you can map this. You can attach certain metrics to branding activities , so that you can explain and measure branding during evaluation sessions. Especially if you as a marketer have to explain a thing or two about what you spend your budgets on, this is an extremely useful tool.
So agree sprints with the team where you do an interim evaluation every so often. Go through the results, let each discipline give a short presentation and see what can be improved and made more efficient. For example, how long did you spend on the entire process? When did you have to wait (long) for other disciplines? If you work on the uk telegram data agency side, actively involve your customer in this. And of course, don't forget the ladies and gentlemen of sales!
Corporates are quite good at 'small' innovations, building on their existing products, technologies or markets. Detergent X, now with revolutionary stain remover! Large companies are less strong in taking completely new paths, leading to groundbreaking propositions and new customer groups. Why is that? And are there ways in which corporates can strengthen their innovative power?
It has always surprised me personally that a food giant like Ahold Delhaize did not introduce a meal box subscription much earlier. They left the development of this proposition ten years ago to HelloFresh , a start-up from Berlin, which has since grown into a global player.
You would think that Ahold had all the cards in hand to outdo HelloFresh. Knowledge, distribution, customers and cash. It is of course possible that Ahold deliberately let the meal box market segment slip at the time. But perhaps something else was going on and this case also illustrates a lack of innovative capacity of Ahold and similar corporates.
