We talk to financial marketers from all over the country, every day. During our chats, we hear what's bugging you. This week, we'll address some of the more common issues we're hearing.You're not alone!
Today's Marketing Challenge: Projects take too long because I have a marketing committee.
Whether it's a committee of Board members, senior management or other team members, all committees are started with good intentions. Where many committees go astray is when every member wants final say in every detail of every decision.
The solution? Focus!
The most logical solution to streamline any committee is to define roles. You need planners, checks and balances and finally - a "doer."
The committee should be involved in each of the roles EXCEPT the doer. In short, the committee should:
- Help outline and define the plan or marketing objectives
- Help outline and define the budget
- Confirm that the "doer" is acting in accordance with the stated objectives and staying on budget
- Provide insight into what they experience through customer feedback or personal experience in the branches
A committee should not:
- Be involved in the day-to-day tactics (they are not copy writers, designers or segmentation professionals -- heck in MOST cases, they are not the target audience, so their "personal opinion" on an ad can actually be detrimental)
With clear, well defined roles, a committee can help make your marketing stronger with regional feedback and checks and balances. If your current committee process is "gumming up the machine" however, it needs to be addressed quickly.
Remember: A compromise is an agreement whereby both parties get what neither of them wanted. ~Author Unknown
Take care,
Eric
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