4 Challenges that Stop Some Marketers From Achieving Success
What is E
xecution?
Execution is “the missing link between aspirations and results.” When a strategic plan or initiative gets done right and achieves its objective, it has been executed. Sounds easy enough, but why do marketers find it so hard to execute? Here are some things that stop execution in its tracks and some time on how you, as a marketer, can combat them.
1. Plans with No Clear Actions
Did you ever attend a meeting where an objective was identified, but when you left the meeting you had no idea who was responsible for doing it, how it was going to be done, and when it was going to be complete? My sense is you have. This is a prime example of making plans without clear actions.
Don’t leave a meeting until you clarify what the objective is (what does it look like when it’s “done”), who will be held accountable for making sure it gets done, and before you have identified clear milestones.
2. Delegation without Follow-Through
Follow-through is essential to execution. However, many managers and leaders will delegate tasks but will never follow-through to see that they have been done. I often give the analogy of the famous basketball player, Shaquille O”Neil (Shaq). After Shaq shoots the basketball, what does he do? Does he turn around and start running to go play defense? No. He runs towards the basket. He confirms that the ball went in the basket or he tries to grab a rebound. When you delegate a task, always follow through and make sure it gets done.
3. Not Knowing Your Business and Unrealistic Goals
“Let’s grow by 15% this year,” sounds great. But what does that mean in revenue? Do you have the resources and capacity to grow 15%? I fear that many people set goals without basing them on anything, let alone reality.
Don’t set a goal without knowing how exactly you are going to achieve it.
4. Too Many Objectives/Priorities
The marketer who says, “I have 10 priorities,” has no priorities and no concept of what priorities are. To have three priorities would be a lot. You are more likely to execute if you and your team focus on one or two clear priorities.
All absolutely true, and the new year is a good time for the reminder. Thanks for the post.
No problem! Thank you for reading!
Great article as always! On #2 – Shaq only follows his free throws b/c he knows he is going to miss 99% of the time!
Now that Shaq is retired, I need to change my example. How about Lebron James? He’s still got a couple of years on him.