“Marketing executives need to generate cash to fuel growth-oriented programs … and they can do this by boosting the efficiency of their marketing people, processes and technologies—the things that are foundational to “running the business” of marketing … Inefficient business processes have been cited as one of the main impediments to better marketing performance.” Accenture, Onward and Up: How Marketers Are Refocusing the Front Office for Growth

I’ve noticed a trend since the economy tanked that is born from good intentions of making ever-shrinking marketing dollars go farther, and that trend is “let’s just git er done and not over analyze this or run it past too many people internally.” Oops. The law of diminishing returns just kicked into action. 

That “analyzing” part you may be tempted to skip is a key component of any successful – and cost-effective – project. Would you tell your builder to just start hammering boards together and we’ll see where we end up? No. And you sure wouldn’t start building without your significant other’s input. (They might not really want a man cave.)

The value of “analysis” is that you start with a comprehensive, results-oriented strategy / project scope / statement of intent – whatever you want to call it – that’s based on input by the appropriate internal stakeholders and on what your customers really want in the new economy. “We need a marketing brochure” is not a strategy, objective or intent. It’s a tactical “building” decision you’ve already made without the aid of an architect, contractor, set of blueprints or even something scribbled on a napkin in a bar.

You need a brochure. Okay. Why a brochure? For whom? With what takeaway? What call to action? What type of distribution? Any supporting materials? Who’s supposed to use this? How will they use it? WILL they use it? How will it benefit your customers? How will it increase sales, attract new business or help retain current customers? All pertinent questions nobody “has the budget” to ask any more.

As for not getting internal input – well, trust me, you’ll get their input when you’ve got the first draft done, and since you didn’t ask them in the first place, you’re going to get design and copywriting by committee from that point forward. Result? A mess of a marketing piece with no voice, no message, no branding, no objective and ultimately, no value to you or your customers. Your boss is going to complain that you spent a whole lot of money on nothing. You’re going to blame the agency. Nobody learns anything that can be applied to the next project. What’s the lesson? Garbage in. Garbage out.

Haste truly does make waste. Sustainable business practices include streamlining marketing processes so that they are more efficient. Start with a plan that is strategy driven, results oriented and organizationally integrated. Tactics should follow strategy, not drive it. “Git er done” marketing projects end up costing more money than those with a buttoned-up strategy. It’s better to do your homework. Then the professionals – the “architects and builders” – can responsibly advise you on the best way to go about achieving a tangible, quantifiable return on your marketing investment. The extra effort on your part up front will save time, money, frustration, and quite possibly, your job.