Go To Market Planning
The runway is much the same, but the cockpit has never been more complex. The Go To Market challenge is now an intimidating mix of online, offline, above, on and through the line; with the added dimensions of social and earned media.
This doesn't mean marketing budgets should be beefed to the detriment of product development - far from it. But it does mean that marketing has to be smarter, more joined up and more disciplined.
At Mallard we had one marketing budget of £6m, and one marketing budget of zero. Eitherway, the planning was bespoke and the outcomes satisfied the client that knowledge and analysis were being applied in a disciplined and accountable manner.
This doesn't mean marketing budgets should be beefed to the detriment of product development - far from it. But it does mean that marketing has to be smarter, more joined up and more disciplined.
At Mallard we had one marketing budget of £6m, and one marketing budget of zero. Eitherway, the planning was bespoke and the outcomes satisfied the client that knowledge and analysis were being applied in a disciplined and accountable manner.
