Consistency and rigour form the foundation, something we refer to as ‘Brilliant Basics’, of a resilient marketing organisation, providing guidance to build and maintain strong relationships with customers, drive business growth and stay ahead.
We work in a landscape saturated with information and competition, which means that maintaining a consistent reputation across all platforms that your customer uses is vital to staying top of mind. A consistent reputation builds loyalty, trust and supports customer retention as your customers come to associate specific traits and values with your company. Whether it’s social media presence, advertising campaigns, or customer interactions, consistency brings familiarity and encourages trust among customers and just as importantly, your internal stakeholders.
Three practical benefits of consistency to a marketing organisation:
- Hub and spoke model – consistent communication across roles has the benefit of simplifying processes, embracing regional insights, and fostering collaboration. Being disciplined with this ensures global consistency (particularly of brand and message) and effectiveness.
- Implementing or refining consistent processes is a constant need. Put rigour around practicality over grandiose transformation and resist the urge to boil the ocean. Consistent collaboration with the right stakeholders to ensure effectiveness and avoid wasted efforts is another benefit.
- Resources – maintaining consistency during transitions and onboarding is crucial. Swift handover processes and peer support accelerates integration, fostering team connection.
Rigorous attention to detail ensures that marketing remains effective and impactful. From analysing data to refining messaging, a rigorous approach allows marketers to continually optimise strategies for maximum results. The gold here is that rigour will ensure that marketing decisions are based on evidence and analysis rather than guesswork or intuition. Even innovation and seemingly unproven marketing tactics can be estimated, e.g. intent data is a great example here. By meticulously measuring outcomes and adjusting tactics accordingly, marketers can stay ahead of the competition and adapt to changing trends or customer preferences.
Rigour is often a game-changer when it swiftly reveals gaps that facilitate timely adjustments. Marketers can avoid stagnation or procrastination by proactively course-correcting mid-quarter, ensuring progress aligns with metrics, KPIs and business goals. I’ve worked in a marketing organisation where this has worked seamlessly and allowed a regional team to be agile and consequently become closer to sales colleagues. In the same team, rigour also came in the form of a dashboard and a simple template to create a single source of the truth. But the discipline of coming together as a team, mid-quarter, really became a game-changer and allowed agility within programmes and tactics. Results were forecasted more accurately and often exceeded.
Consistency and rigour are the cornerstones of successful marketers and this is coming from a person that normally has a mantra of “80% is good enough”. I’m just finalising a whitepaper which expands on why and where consistency and rigour has the most impact on marketing organisations and really are ‘Brilliant Basics’. I also share how to start and how to scale with practical tips and ideas that you can implement right away. Contact us if you’d like me to send you the whitepaper once it’s finalised – I’m sure you’ll find it a useful resource. And we’re always here to have a conversation if you’d like!
