Aug 09
22
Managing Marketing Execution with Internal and External Resources
More than ever, there are a lot of hats that a professional marketing executive needs to wear. Kevin Lee wrote a practical analogy (link below), regarding a general contractor, which depicts the nature of managing myriad technical and creative relationships to maximize efficient marketing execution:
The successful offline commercial or residential construction job requires a buttoned-up general contractor (GC) who understands the role every subcontractor plays, can assure that performance is optimal on an overall basis, and requires contractors communicate and coordinate with each other (or through the general contractor) when appropriate.
When it comes to marketing and media, someone has to be the GC. There are lots of pieces in a marketing plan and it’s nearly impossible to find vendors that are at the top of their game with internal resources in SEO, paid search, social media, online PR, e-mail marketing, online display media buying (direct response and/or DR performance), display media creative services (ad creation), CRM messaging, traditional advertising, direct response advertising, package design, and so on.
In his article, he also outlines three options for managing marketing campaigns and requirements, using internal and/or external resources, and proposes the application of hybrid management scenarios to satisfy client needs and optimize efficiencies.
Here’s the link to Lee’s article: Who’s Your Search Marketing General Contractor?
