Keep one jump ahead of your clients in 2012
The excellent Darren Woolley at Trinity P3 has the knack of matching sound business sense to great marketing planning. In a recent blog he identified the outcomes for marketing teams that need to be re-aligned to reflect the changes in dynamic markets.
Considering how shaky the next few quarters could be for communications suppliers, Darren has spotted the importance of good pre-planning for the unknown.
His insight into that perennial problem (of matching the right marketing resources to the corporate strategy of the business) resonates with many creative/PR agencies that need to deploy the right people onto client’s work.
While Darren’s example outlines the challenges that businesses have to address ‘with their own people’, the same dynamics apply to suppliers.
Darren’s observations on the function of various Marketing people at the Client has impact on the relationships they develop with suppliers on the roster:-
- The role of centralised/decentralised teams,
- The role of marketing supporting business units,
- Marketing’s role in the strategic development of the corporate objectives etc.
Redeploying and redefining marketing resources at the Client will undoubtedly have an impact on the service offered by the Agency. Perhaps now is the time to prepare for the possibility of these changes as we move into a new year by evaluating how your teams are structured and how well they are performing.
Think through the scenario that the client could well shake things up just to see how well the supplier copes with a different set of priorities. If you had to redeploy your most junior account team to handle your longest standing clients how well would they manage?
Please share your views at email@example.com