Tip Jar – Michelle Adams’ blog about balancing your work-life blend

If I had a dime for every time we discussed tactical execution with clients…

It can be the phase that provides the most gratification as it’s tangible and has deadlines. It does feel like you’re making something happen. In fact, many companies still reward people for accomplishing tasks.

I just have to believe, though, that at every organization there is someone who knows a better way is out there. There must be someone who cares about how much is spent and what kind of return they got for that investment. The issue comes down to integration.

Too often marketing becomes fragmented. Someone is in charge of press releases. The IT department is managing the Web site. The communications team is sending a newsletter. You get the idea. For any type of marketing effort to have a real chance of success it must be coordinated, which is difficult for many companies because all this decentralization took years to get into place. However, with these silos comes the very reason that so many executives just don’t believe in marketing – they don’t see results.

The optimal organization sees marketing as a long term investment in their brand. Even if they have multiple people executing, there is tight coordination and controls. Even if multiple outside agencies are involved, there is a well defined plan and measurable goals. It’s truly the only way that it works – complete open communication and integration.

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