I've been spending a good bit of time on 2011 marketing plans and thought I would share these three very simple but very important keys to success. As an old boss used to say, "it's simple, it's just not easy," meaning that the concept is very intuitive but getting there is not so easy. Take a minute to grade your organization on these three aspects of how you run it. Do you get an A+ on all three?
- People – get the right people in right roles. Without the right people to execute it, the best plan in the world is useless. You need people with the right skills/experiences for the role and the right level of drive and passion to be successful.
- Ownership – assign ONE and only one owner for each project/product. The best teams have a strong leader who takes full ownership of the project. He/she considers the team's input, makes decisions and constantly drives forward to overcome obstacles and get results. Without that leader, the team will drift, decisions won't get made and the results won't come. Plus, as a manager you'll never get scalable results without a scalable team built with the right people (see point 1).
- Process – use proven processes for repeatable success. Once you have the right people and project owners, you need to follow the 6 P's of planning - proper planning and processes prevent poor performance. Some managers like to use the seat-of-the-pants approach, but this causes lots of inefficiencies and, in my opinion, never outperforms the tried and true methods. For example, when tackling a new marketing project, following a simple process like creating a detailed key messaging brief prior to starting tactical execution makes a huge difference in the quality and timeliness.
So if you want to get more performance for your team consider how you can improve on these three key drivers of success.