Issue 112, 18/05/09

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Aligning stakeholders to achieve maximum marketing effectiveness

While agencies may believe that their clients are sitting around waiting to see their next creative idea, the fact is, most marketers spend more time managing internal stakeholders and only a fraction of time managing their agencies. So in this editon of TrinityP3 e-news, we look at a way to reduce your time managing your stakeholders, and offer a ground breaking way to measure the current status of all your internal relationships.

Internally aligned or misaligned?

Marketing is more than just advertising, and for marketing to achieve maximum effectiveness requires the brand experience to be delivered through every aspect of the business. This requires collaboration and alignment throughout the business to the brand and corporate values and strategy.

Managing alignment more effectively

Collaboration within an organisation ensures the effort of the various stakeholder groups is aligned to the strategic direction of the business. While much effort and planning is invested in ensuring alignment, it is often difficult to determine if all parties are operating collaboratively, except through anecdotal feedback.

Introducing a unique way to Evalu8 your internal relationships

Evalu8ing is the only online, collaborative multiple stakeholder survey system that allows the user to define and map the complex relationships between up to eight groups in one survey. This could be marketing, advertising, sales, customer support, IT, finance, Operations, Research and Development, etc.

In the example below, we see the results of a relationship survey across the various business units within an organisation. Green indicates the relationship is “working well”. Yellow indicates “needs attention”. Red indicates “urgent attention required”.

INSIGHT 1: IT, Finance and Sales all appear to have major issues with Marketing, indicated by the red scores given to Marketing by each. This could be because Marketing is seen as simply a service provider to the business or because the Marketing is not aligned to the business.

INSIGHT 2: The biggest issues are the apparent disconnect between Marketing and Sales, Marketing and IT, Sales and Finance and Marketing and Finance, (all with solid red lines) four key areas within the organisation directly delivering and tracking results.

By drilling down through specific responses,  issues can be further identified and discussed between business units to develop strategies for addressing any issues.

Evalu8ing - a more effective management tool

The system allows up to 20 key performance criteria to be measured using pre-populated panels on collaboration and relationship performance or customised panels specific to the needs of your organisation.

In one survey, Evalu8ing provides a snap shot of your internal relationships, in a process that takes less than 20 minutes for each participant to complete. It allows marketers and the stakeholders within an organisation to measure, manage and maximise the complex interdependent relationships that exist within an organisation, facilitating alignment and the optimisation of relationships.

For more information on Evalu8ing visit www.evalu8ing.com where you can download a number of presentations and proposals on how to use the system. You can even organise a demonstration or a free trial of the system there.

Or contact Darren Woolley on darren@trinityp3.com

Evalu8ing - new website has all the tools

Evalu8ing's new website has a range of tools to introduce you to the benefits of this world first online survey system.

At www.evalu8ing.com you'll find:
• Sample Questions
• Top 10 Reasons to Evalu8
• Pricing and Volume Rebate details
• Partner Program information
• FAQ's, and a
• Pdf Presentation to help you sell Evalu8ing internally

There's even a unique Evalu8ing Marketing page specifically designed for marketers.

Marketing in a Recession

Recessional times call for changes to how we think, work, and market. So together with Dr Peter Steidl, TrinityP3 presented an invitation only, Breakfast Briefing for key marketing decision makers last week.

The focus was on action guidelines for marketing in a recession:
• strategies for brands in a recession
• the concept of 'Survivors, Exploiters and Disrupters'
• practical ways to disrupt the value equation
• and every attendee received Peter Steidl's new book, 'Survive, Exploit, Disrupt'

The breakfasts were held in Sydney and Melbourne, and provided an incredibly valuable discussion for the industry. For more information, or to discuss the changes necessary to market in a recession, please email people@trinityp3.com
 

AANA follows TrinityP3 on greenwashing

Oliver Milman reported for B&T on April 2, 2009 that the AANA is to create a new code to ensure brands are accurate when making environmental claims about their products and services.

Since April 2008, TrinityP3 has been working with a number of clients to measure and assess the carbon pollution caused by their advertising activity, both media and production, and then developing strategies to reduce their carbon footprint without impacting the effectiveness of these activities. The AANA guidelines are certainly a step in the right direction. However, before proceeding with a "green" strategy it is important that marketers consider all aspects of their own activities or potentially fall foul of the ACCC for 'greenwashing' under the Trade Practices Act.

For assistance on identifying and measuring your carbon pollution, contact Chris Sewell at TrinityP3 Sydney 02 8399 0922.