1. Aligning Tactical and Strategic
Marketing Execution
David Mayes
Lecturer
Faculty of Management
University of British Columbia
david.mayes@ubc.ca
http://mayo615.com
©David Mayes

2. MY GOAL : I will briefly summarize tactical and strategic marketing, then
evaluate alternatives in the generation and conversion of qualified
leads, focusing on the strategic marketing control function.
When I conclude, you should better understand how to optimize the
coordination of sales performance with a strategic marketing plan.
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3. Topics
• The Tactical and Strategic Marketing Context
• Sales Development Techniques Evaluated
– Traditional: Print Advertising and Trade Shows
– Going Mainstream: Web/SEO/Blogs/Social Media
– Rapidly Emerging: Big Data Marketing & Analytics
• Summary
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4. Marketing wants ”Mr. Right,” but Sales wants ”Mr. Right Now.”
- Unknown
The Sales and Marketing Conundrum
What are some of the common symptoms of this?
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5. Score
MARKETING OPERATIONAL CONTROL PROCESS
Handoff
Detailed
prospect
information
Evaluate post-sale
With Marketing
Capture
Initial prospect
contact
Nurture
Building
relationship &
and trust
Score
Prioritization
of effort
Strategic alignment: Customer
Resource Mgmt., Win/Loss,
Revenue Performance Mgmt.,
The
Critical
Role of
Corporate
Culture
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6. sa
STRATEGIES
The roadmap
STRATEGIC PLANNING & CONTROL PROCESS
The right sales
performance
measurements
The right sales
results at the right
time
Specific
objectives
for all groups
in the
company.
Strategic
Long-range
planning
process
involves the
entire
organziation.
Strategic
control points
with sales
management
©David Mayes 67/7/2013

7. Operational Control
• Account Management
• Pricing
•Customer Resource
Management
• Social media management
• Big Data analytics
•Revenue Performance
Mgmt. (link to CRM)
• Win/Loss Analysis
Strategic Control
•Strategic Long Range Plan
(SLRP)
• Critical Success Factors
• Current State Analysis
• ROI
• SLRP Review & Revision
• Corporate Culture
• Objectives by group and
indvidual
MARKETING CONTROL METHODS AND TOOLS:
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Control Flow

8. Sales Development Techniques Evaluated:
Traditional
• Print Advertising:
– 2012: Online advertising surpasses print advertising
– Print forecast grim through 2016 (Deloitte)
– Highly targeted print still viable but difficult to manage, ROI in decline
– Strategic control recommendation: CAUTION, CAREFUL MONITORING
• Trade Shows:
– Strong historical ROI, but B2B/B2C business culture changing rapidly
– Tight budgets, growth of online: trade show value models shifting
– “Las Vegas CES” life cycle syndrome evident in many trade show markets
– Strategic control recommendation: LESS IS MORE
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9. Sales Development Techniques Evaluated:
Going Mainstream
• Web/Search Engine Optimization/Blogs/Social Media Marketing
– Website no longer sufficient: holistic online presence a necessary strategy
– Small business lagging med./large business in online adoption
– Mobile Internet usage to overtake PC by 2014 (Microsoft)
– Location-based services (LBS) online ad spending to grow to $18B by 2016
– 70% of households now use the Internet for local products and services
– The future is NOW in Hong Kong and Seoul
– Hootsuite, Google Analytics, explosive growth of Web tools:
• Rapid market insight, adaptation, responsiveness to customers/prospects
– Strategic control recommendation: LONG TERM INVESTMENT PLAN
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10. Sales Development Techniques Evaluated:
Rapidly Emerging
• “Big Data” Customer Marketing & Market Analytics:
– “Zettabytes”: more data collected on us in last 2 years than all previous years.
– Big Data analogous to the solution of “Chaos”: simple patterns amid masses of
apparently meaningless unstructured data
– Big Data market growth from $18.1 Billion 2013 to $47 Billion by 2017 (ClickZ)
– Example: Target using Big Data to pinpoint new pregnant mothers for sales
promotions
– Example: Netflix “recommendations” use 1/3 of all data consumed (Mashable)
– Small business solutions growing: Google BigQuery, AdWords (Forbes)
– Competitive advantage requires resources and a clear strategy
– Strategic control recommendation: INVEST NOW REVIEW QUARTERLY
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11. Tactical and Strategic Marketing Tension Needs to be Defused
• The critical role of corporate culture in enabling strategic control
• Operational control enables strategic control
Traditional Sales Development Methods In Flux
• Print advertising undergoing massive decline and change
• Trade show market redefining itself to deal with new realities
Total Online Presence Is The New Sales & Marketing Benchmark
• Velocity of change to a Web-based marketing world demands action
• Instant insight, adaptability, responsiveness to customers and prospects
Big Data Is Transforming How We Live, Work and Think
• Customer prospect targeting entering a new dimension
• Tools already available for businesses large and small
SUMMARY POINTS
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12. Suggested Reading
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Mayer-Schonberger, A. & Cukier, K. (2013). Big Data: A Revolution That Will
Transform How We Live, Work, and Think. New York: Houghton Mifflin Harcourt.
Weinberg, M. (2013). New Sales Simplified. New York: American Marketing Assn.
Drummond, G. & Ensor, J., Ashford, R. (2008). Strategic Marketing – Planning
and Control. United Kingdom: Chartered Institute of Marketing.