Author: isoadmin

There’s a common phrase in marketing circles which goes something like 50% of my marketing spend is working but the trouble is I don’t know which 50%!

This is a genuine challenge for all marketers as budgets come under threat from Boards and other executives understandably seeking clarity around the effectiveness of all spend. All marketing managers and staff will have had the conversation with the CEO or the CFO wanting to know how many leads were received from a particular advert or campaign and how much actual business and revenue eventuated and its almost impossible to answer unless the activity is exclusively digital.

Digital and Social Media including the use of influencers and brand ambassadors tend to dominate activity particularly in the B2B space, with mass media such as TV, radio, billboards, newspapers and magazines typically more relevant for consumer target audiences.

If your current spend isn’t working, there could be a number of reasons and some are less obvious than others. Dialling up spend alone is unlikely to improve a disappointing result, but it will increase the cost of that result!
At 93twenty we’ve drawn up a quick checklist that may help you get back on track. Download our Marketing Checklist here. 

Statistically there are at least twice as many strategy failures as successes, so how can you beat the odds?
Its starts with making the critical choices around what and how many issues to tackle and then adopting a robust approach to planning.

Richard Rumelt in Good Strategy Bad Strategy argues that good strategy revolves around 3 key elements. A diagnosis, a guiding policy and coherent action. Conversely the hallmarks of bad strategy, he contends are fluff, failure to face the challenge (misdiagnosis), mistaking goals for strategy and poorly thought-out strategic objectives.

At 93twenty we have identified 12 common reasons why strategy fails. You can download our one page summary here.