Picture $5 million. That’s the amount that one global financial services brand estimates they waste in a year as a result of poor planning processes. Whether it’s having to toss off-brand creative, paying your agency to pass assets back and forth, or just a lack of communication between the ranks in your organization, there are a lot of opportunities to waste time and money when you’re planning an planning to deliver an omnichannel experience.
Here’s what the problem comes down to: senior level marketers know and understand their brand’s strategy inside and out, but the people who are actually on the frontlines executing this strategy – especially in global organizations – tend to be further removed from it. These gaps are the enemy of global brand consistency, and the larger your brand, the more volatile the gaps become. We can categorize these gaps in three buckets:
- Chain of Command – Communications around brand strategy can often turn into the world’s largest game of telephone, where guidelines and directives are passed through the organization piecemeal, translated, revised, and interpreted by team members around the world. Simply put, the marketing ‘chain of command’ is long, and poor planning processes make this especially apparent.
- Experience – Not only are executors removed from the brand strategy organizationally, but they also tend to be earlier in their marketing careers. It stands to reason that the less experienced you are the more likely you are to need careful strategic direction, granular approvals, and productive collaboration.