Have you ever led a strategic meeting where you have a specific
agenda of big things you want to nail down. You know what I am
talking about, right?
You want to ensure that big goals and objectives of a business
or project gets buy-in from your key stakeholders, board of
directors or management.
You are on a mission and so is most of your team. However,
there is that one person in the meeting who wants to talk detailed
On the flip side you likely have experienced the opposite. In
this scenario you need to talk about detailed tactics to drive a
project to completion. However, there are those one or two people
in the room who want to diagnose the big strategic goals and
decisions made 12 months ago for an enormous size launch that is
happening in 6 days!?
I’ve been there and done that on both of these scenarios and
more during the 15+ years I spent working in corporate digital
marketing and product / brand leadership roles. I see similar
scenarios working with our agency clients since 2010.
I lived the second scenario in the middle of a HUGE launch years
ago while working at a large enterprise technology company during
my 7.5 year tenure.
For one of our projects, we had a group of people (who were
impacted by the digital transformation we were implementing)
doubting our project up until the last minute telling us “you
can’t launch this now.” Well, that project that launched turned
into $150,000,000 and an 800 person business unit within 18 months.
We became a legend within the walls of the company not only
because we could execute well, but also because we managed all of
the naysayers who didn’t want to embrace the digital transformation
we were implementing. It was a transformation of mindset and
technology that positively impacted and evolved a multi-billion
dollar service line of business. So, gracefully ruffling feathers
and getting buy-in was at the core of what we had to master if we
wanted to achieve our goals.
There is no perfect strategy or plan because there are no perfect
There will always be supporters and doubters for every project
you ever work on.
There is no perfect project, plan or execution. It can’t be
perfect as every project is dependent upon people. People are human
and can never be perfect, period.
The first thing you can do is accept this fact and
embrace imperfect perfection.
This means embracing the humans on your project and respecting
the fact they each are coming to your project with a different
agenda, mindset and thought understanding of what you want to
The second thing you must do is lead. Real
leaders facilitate buy-in early on in a project. The best leaders
are masters at getting the right team members engaged and on board
as early as possible. They know how to set goals and get buy-in not
only at the strategic goal level, but also know how to execute at
the tactical level. They know how to help team members who only
need to worry about the tactics, also understand the reasons WHY
they are doing what they are doing.
Plan Your Work and Work Your Plan
I’m a big believer in “plan your work and work your plan.”
It’s why I am often referred to as “Pam with a Plan!”
Although many of my team members over the years laugh at my
determined need to set clear goals, objectives and path to success
for even small projects, most of them were begging for my plan when
the heat came on from management at a later day. Numerous times I
heard a colleague or executive whisper in a meeting “Pam, do you
have that plan you created?” Those plans saved our butts numerous
times and helped us win big budgets and accomplish big things on a
While meetings are important (sometimes) to get people on the
same page and ensure that your goals are accomplished, there is
also a lot of time wasted in meetings. Many projects fail or are
delayed due to this same problem.
Strategy, Plan and Tactics: Do You Know the
If you take a step back to really think about what causes wasted
time in regard to project execution, it’s usually a
miscommunication of the project goals and objectives.
Often times this is caused from people jumping into solutions
and tactics before they know why they are involved in the project
or what the project is about.
People also come to work each day or join a new project team
with a personal and / or professional agenda. It’s human
Regardless if it’s a digital, social media, technology
transformation, content or brand identity project, the critical
success factor is that you must take time to properly plan. You
need a strategy, plans and tactics. You need all three and can’t be
successful if you leave off one of them.
Bottom line you can’t accomplish what you don’t set a goal to
achieve with a plan and tactics to get there.
If you want to succeed in 2019 as you execute your online
digital marketing, social media, content marketing and branding
project, you better get your projects organized. You better know
know why you are doing what you are doing.
Chasing shiny objects that help you mark items complete off of a
tactical list of random acts of digital marketing is a recipe for
You can ignore my advice at your choice. However, I promise you
that 2019 is THE year many marketers will fail because they listen
to consultants, agencies and internal team members who guide them
down a tactical path without having a clear set of objectives,
goals with a strategy and plan that guides them.
You will get the results you work for, period.
Take a listen to
episode 251 of Social Zoom Factor podcast to learn the clear
difference between strategy, plan and tactics as it relates to your
business and career in 2019.
How to listen and Subscribe to Social Zoom Factor
Is Your Team Ready for Big Results?
If your team needs help getting organized, setting goals, and
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give us a shout. This is what we do for our day jobs. We don’t
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team we can likely help you knock out and complete in a matter of
This is a big reason why we launched our social media training
Profit Factor. It’s not about a social shiny object that will
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It’s not what the technology can do FOR you, but what
YOU can do WITH the technology!
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Before you even think about posting that video on Facebook you must
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You need a structured plan to be successful using social media.
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Source: FS – _Marketing
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