Chat to any marketing manager about strategy and budgeting and they’ll tell you about their busiest months, those filled with planning and preparation. But what happens throughout the year, how are these plans implemented?
Very often marketing processes are implicit. They are embedded in institutional memory. Companies that trust such critical processes to the knowledge of existing staff may be risking future efficiency and missing the opportunity to harness best practice from the combined experiences of their employees. There’s no doubt that documenting the marketing process and stakeholder interactions plugs in positively to future performance.
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