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Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies


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Marketing Strategy vs. Execution: Ending the Blame Game for the Sake of Success

Blame is often distributed generously when companies don’t obtain the expected return on investment. Most often, the “execution” phase becomes the accused party. As noted in a recent article in the Harvard Business Journal, it is common for businesses to follow the mantra that “a mediocre strategy well executed is better than a great strategy poorly executed.”[1] The article argues that the metaphor is misguided, and that having a good strategy is important. Therefore, a poor strategy won’t cut it even with a spectacular execution.

We agree. Success depends to a great extent on a sound strategy – because even great execution simply follows a blue print. A key element to designing a good strategy is considering the realities and needs of the business from the perspective of the staff that will execute strategy, as well as management’s expectations.  Communication across the board is important if you want to start on the right foot.

Having said that, once you have a sound strategy  it is not wise to underestimate the importance of the execution phase. Follow-up, guidance and communication will continue to be necessary throughout the execution phase.  This way management can determine if processes are flowing effectively and  if there are any areas for improvement.

Strategy and execution go hand-in hand. Although it is essential to stick to the strategy’s framework, it is also important to allow it a measure of flexibility. Thus, the strategy can be modified or improved according to the needs of the company’s day to day operations. Companies and – especially- organizations that depend on external funding are subject to ebbs and flows, and do not always operate under ideal circumstances.  The strategy must be able to adapt to changes.

In conclusion, strategies should not be abstract concepts designed from the top-down. Their design requires communication with all levels of the company to become truly effective. Execution must be properly monitored to ensure the strategy is implemented correctly. Both phases are important and fulfill specific needs. Both must be approached seriously if your goal is success rather than reaching a state of “good enough”.

CIS

Carolina@sinclairandruiz.com

www.sinclairandruiz.com/marketing


[1] Roger L. Martin, “Drawing a line between strategy and execution almost guarantees failure,” Harvard Business Review, July – August 2010, 66.

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DIY Marketing – Is it the right option for your business?

Many businesses are opting to develop and implement their own marketing campaigns. Some decide to hire in-house staff to take care of this side of business and others just go at it alone with the idea of saving money.  In both cases, businesses can benefit from professional assistance, albeit for different reasons and to different extents.

In the case of in-house marketing staff, personnel is very useful in terms of implementation and follow-up as they are knowledgeable and can absorb some of the more time-consuming aspects. However, rarely can one person know everything. Professional marketing agencies can provide specialized assistance and direction  that complement your marketing staff’s plan of action – and they may be able to secure preferential pricing not available to individual businesses.

They case of DIY for company’s with limited marketing experience is more complex. Some companies shy away from investing in agencies if they feel they can buy media on their own and choose the right place to advertise from listening to buzz about delivery options (like Search Engine Marketing). Some companies shy away from professional help because they have chosen a method of advertising – lets stick with Search Engine marketing – and spend a substantial amount of money on Google AdWords only to find they are not getting the return on investment expected. In these cases the missing link is a sound strategy.  DIY involves expensive trial and error if a company is not familiar with different media options and how they connect with specific markets.  Furthermore, as with many other media, Google AdWords are an excellent advertising option, but rarely are they the sole answer to a company’s marketing needs – a combination of media with a strong message are needed. These features, along with a budget and clear and realistic goals,  make-up a sound strategy.

We do not claim that DIY should be considered a write-off. DIY marketing is not for everyone, but the reality is many companies will take this route and if done properly it will produce the desired results. The DIY approach can especially work for small businesses.  I wouldn’t recommend it for large and complex campaigns; for companies that cannot invest the time required for implementation and follow-up; nor do I recommend DIY for event planning (save yourself the time and stress).

However, DIY marketing  can be used for setting a solid foundation in branding and lead-generation. Most companies do DIY social media marketing as well. They key, as noted before is having an effective strategy, and this is where professional help is extremely important.

S&R understands that companies have different needs, budgets and take different approaches accordingly. We also know everyone needs a sound strategy.  This is why we are launching a new set of cost-efficient marketing packages designed especially for DIYers. The packages include all the tools and coaching companies require to launch effective strategies from the start. If you would like more information and pricing for these packages … or would like to know if this is an option for your business email us at info@sinclairandruiz.com.

CIS

carolina@sinclairandruiz.com

www.sinclairandruiz.com/marketing


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S&R: a consultancy for integrated marketing strategies

Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies. www.sinclairandruiz.com/marketing

Here are a few facts about our work:

  • We analyze markets, assess progress and business processes in order to improve performance.
  • S&R designs highly targeted campaigns that focus on ROI, marketing-for-leads and branding.
  • Our experience includes working with private companies, tourism boards, associations and public-private sector co-ops.
  • S&R campaigns reach Canada, Mexico and the U.S.
  • Our team’s client retention average is 4 years +.

In the following blogs we will discuss different marketing topics and address frequent questions about event management, new media, design and others. We’ll offer tips and provide anecdotes you might relate to.

But for today, I say welcome to our blog!

www.sinclairandruiz.com/marketing