The devil is in the marketing implementation detail
In highly competitive markets, both strategy and execution can make a big difference to the results. For example, a misplaced or poorly articulated word in a strategy can lead to misinterpretation, cause confusion and errors. From the customer stand-point, it also risks inhibiting response and potentially wasting money. This is particularly the case in markets where companies follow similar strategies or offer similar benefits. Conversely, a well-placed or well-chosen word cuts-through and connects, thereby boosting demand. So set up processes, tools and techniques to make sure that both strategic and executional decisions are of the highest order.
Overcoming perceptions that marketing is ‘fluffy’ is often an inter-related challenge
Master and use analytical tools and techniques to help marshal and present your arguments in a simple and easy-to-understand way. Not only can these distil complexity into simple messages but also give added rigor and impact to your arguments.
Simple spreadsheet models or more complex econometric modelling will also help to prove the ROI.
Your own motivation, drive and rigor in checking and enforcing marketing excellence will also mitigate any negative attitudes to marketing among your colleagues.
Another way to deliver excellence is to use new technology. However, as new technology shortens planning cycles, clever anticipation and pre-planning is important. For example, digital technology cuts promotion origination and reproduction time and costs, though database management requires extra time and attention to keep data up-to-date.